LAWYER'S PERFORMANCE ON SOCIAL MEDIA: ETHICAL LIMITS OF ADVERTISING AND IMPROPER CLIENT ACQUISITION

Abstract

This study analyzes the performance of lawyers on social media from the perspective of the ethical limits established by the Statute of Advocacy, the Code of Ethics and Discipline of the Brazilian Bar Association, and Provision No. 205/2021. The research uses a deductive method, with an analysis of books, academic articles, legislation, and OAB standards, seeking to understand the constitutional foundations of free enterprise and the social function of advocacy. It examines the distinction between legal marketing and the commercialization of the profession, as well as situations where legal content published on social media exceeds the ethical parameters defined by disciplinary practice. The findings indicate that, although Provision No. 205/2021 represents a normative advance by regulating digital advertising, sensitive interpretative zones remain, especially regarding the boosting of posts and the use of persuasive language. The study highlights the need for a balance between the dissemination of legal information and the preservation of professional ethics, emphasizing the importance of clear guidelines for lawyers who use digital platforms as tools for communication and building authority.