LEGAL MARKETING ON SOCIAL MEDIA AND THE ETHICAL LIMITS ESTABLISHED BY THE BRAZILIAN BAR ASSOCIATION (OAB)

Abstract

The advancement of digital technologies and the popularization of social media have significantly transformed communication within contemporary society, directly influencing the professional practice of legal professionals. In this context, legal marketing has emerged as a tool for disseminating informational content and strengthening the relationship between lawyers and society. However, the use of marketing strategies in the legal field is subject to ethical limitations established by the Brazilian Bar Association (OAB), which aims to prevent the commercialization of legal practice and ensure that professional advertising maintains a strictly informational character. In light of this scenario, this article aims to analyze legal marketing on social media and the ethical limits imposed by the OAB, particularly considering the Brazilian Statute of Advocacy, the Code of Ethics and Discipline, and Provision No. 205/2021. The research was conducted through bibliographic and documentary analysis of legal norms and academic materials related to the subject. The study concludes that legal marketing can be an important tool for communication and dissemination of legal knowledge, provided that the ethical principles governing the legal profession are respected, thereby preserving the dignity of advocacy and maintaining public trust in legal professionals.