Advertising in legal practice: what the Brazilian Bar (OAB) rules allow

An online presence is no longer optional for many firms. But legal practice in Brazil has its own advertising rules, set out in the Code of Ethics and Discipline and detailed in Provision 205/2021 of the Federal Council of the Brazilian Bar Association (OAB).

The principle: inform, don't solicit

Legal advertising must be informative, discreet and sober. The goal is to share knowledge with the public — not to offer services as if they were merchandise.

What is allowed

• Legal content marketing: articles, videos, podcasts and posts explaining rights and legal topics;
• Professional profiles on social media, identifying the lawyer and their OAB registration number;
• Firm website, with practice areas and contact information;
• Participation in events, interviews and publications, with discretion;
• Boosting content, as long as the content itself follows the same rules.

What remains prohibited

• Soliciting clients and commercializing the profession;
• Promising results;
• Advertising fees, discounts or payment terms as bait;
• Ostentation of wealth and lifestyle linked to professional activity;
• Mentioning specific cases in a way that identifies clients, without authorization and beyond the limits of confidentiality;
• Expressions suggesting exclusivity or superiority over colleagues.

Good practices for producing safely

1. Teach something useful in every post: readers should come away knowing more.
2. Review your wording: replace "we guarantee" with "we explain how it works".
3. Protect confidentiality: no screenshots of cases or client messages.
4. Stay consistent: a simple editorial calendar beats sporadic posting.
5. When in doubt, check the rules in force and the opinions of your local OAB section.

Quality content builds authority over time — and that is exactly the kind of advertising the OAB rules encourage.

How IntegraLegal helps

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Read also

• Legal content marketing: how to get started within the Bar’s rules
• Instagram for lawyers: what’s allowed, what isn’t and what works
• Google Business Profile for lawyers: show up for people who are searching

Notice: this content is for information only. It does not replace a lawyer's analysis of the specific case. Always check the legislation, case law and rules in force on the date of your consultation.