This article explores the principles outlined in Rule 36 of the Bar Council of India-An advocate must not solicit work or advertise, directly or indirectly, by means of circulars, advertisements, or public communications. Their signboard or stationery must not be showy and not indicate associations, specializations, or previous posts like Judge or Advocate-General. This maintains the dignity and ethics of the profession. According to the bar council of India this rule is applied to Maintain dignity and integrity for the profession, advocates adhere to professional standards and remain above commercialization. Such provisions prohibit unfair competition in a sense that public confidence is also protected,while undue influence over the clients is discouraged. Through avoidance of self-merchandising and soliciting, advocates look into issues of competence, merit, and professionalism as criteria of equality and respect among themselves.The rule prohibiting advocates from advertising is a legacy of the colonial period when the legal profession sought to maintain a high standard of dignity and decorum. In that era, the profession was considered a noble calling, and any form of advertising was deemed unprofessional and below the stature of an advocate. This approach aimed at the selection of advocates on the basis of merit, reputation, and moral character rather than on self-promotion or commercialism. It remains the influence on contemporary legal ethics in preserving the integrity of the profession and creating public trust.

India is a nation with over a million practicing lawyers. According to estimates by the Bar Council of India, approximately 70,000 new lawyers enroll each year, with the majority being firstgeneration legal professionals. According to many studies it reveals that first generation lawyers face many difficulties in pursuing their career successfully such as family pressure,no recognition,nepotism,etc. In a developing country like India lawyers play a major role in prohibition of crimes and providing justice to an individual. According to the reports given by state bank of india in 2024 approximately 5% of the total population lies below the poverty line,and approximately 15% of the population’s annual income is less than 1.25 lacs. With this income people who are less prosperous do not prefer to claim their right to legal aid believing that legal aid in India is very expensive. Many first generation lawyers who have come into this field with the main objective is to provide service and charge a very minimal fee for the legal services.  Prohibiting advertising limits public awareness about available legal services, making it harder for people to find the right lawyer, especially in rural or underserved areas where lawyers may not be well-known. Many of the poor people are unaware of these types of lawyers,in order to showcase themselves lawyers shall be allowed to advertise themselves with certain restrictions to not influencing innocent public with ill intention. Limiting advertising can create a market that favors only established lawyers or big law firms with a prior client base, thereby rendering new or smaller firms to struggle to compete. The new advocates may not find a place in the market if they cannot advertise themselves. In this competitive world, marketing is an essential activity for professionals to establish a difference and reach out to potential clients.In contrast, in the USA, advertising by lawyers is widely accepted, ensuring that clients can easily find legal representation that fits their needs.In the USA, legal advertising is permitted but is regulated by state bar associations.These rules ensure that advertisements are truthful, not misleading, and do not misrepresent a lawyer’s qualifications or capabilities. Lawyers must adhere to these guidelines, maintaining ethical standards while still being able to promote their services. The same technique shall be used in India as well. As a country like USA developed their law also developed with new technologies hence law in india also must be developed as the rule 36 is an archaic law. The legal profession must evolve with changing societal and professional needs. Advertising thier service will also help easy communication among lawyers and clients as the clients will be crystal clear on which lawyer they need to select for the appropriate matter. Allowing advertisements with certain restrictions in the legal profession is crucial for fostering fair competition. Fair competition, therefore, will require the relaxation of some barriers to the allowing of advertisements. Advertising offers level playing fields whereby new, small, or even first-generation lawyers compete with existing legal practitioners as well as bigger law firms. Without advertising, the newcomers face difficulties in building a clientele as well as publicity.

India as already discussed above is a developing country. Use of technology must be very essential. The rule prohibiting advertisements by advocates was introduced in a much earlier era, during a time when the legal profession operated in a vastly different social and technological context. With the rapid advancement of technology and the digitalization of nearly every industry, this rule has become outdated and warrants reconsideration. Modern technology has transformed how people access information, including legal services. Clients now rely heavily on online platforms, websites, and social media to find professionals, including lawyers. Restricting advertising in this age creates barriers for legal professionals to showcase their expertise and connect with potential clients in a competitive and transparent manner. Changing this rule would align with the realities of the modern world, allowing advocates to leverage technology responsibly. With proper regulations, lawyers can ethically advertise their services, inform the public about legal rights, and increase accessibility for clients while maintaining professionalism and trust in the legal system. It is essential to adapt such rules to contemporary needs to ensure that the legal profession remains relevant and effective in a technologically driven society.