Reflexos do excesso de regulamentação do marketing jurídico e perspectivas futuras sob a ótica do provimento 205/2021

Abstract

The present work addresses the issue of excessive regulation of legal marketing by the Brazilian Bar Association. Initially, important terms for understanding the subject were defined, as well as an analysis of the main marketing strategies and which ones are suitable within the restrictions of the Bar Association. Subsequently, the impacts that excessive regulation has on the legal market were detailed, observing this phenomenon from various perspectives: first, in relation to the consumer, who benefits from content production and the attention that marketing gives to client relationships; second, from the perspective of the lawyer himself, especially the young lawyer, who is greatly harmed by the limitations and obscurities of the Code of Ethics. The issue of legal entrepreneurship as a tool for the emergence of innovations was also addressed, as well as the principles for building a strong professional brand, an essential aspect for lawyers who want to establish their presence in digital media. Finally, the changes brought about by Provision 205/2021 were analyzed, considered disruptive to legal marketing, highlighting the main divergent points. In the last chapter, strategies that are valid under the provisions of the Provision and other regulations, and have a high potential to optimize the lawyer's effort and revenue, were also commented upon.