O marketing jurídico à luz do provimento n° 205/2021 da OAB

Abstract

This study aimed to analyze the possibilities of legal marketing considering Provision 205/2021 of the Brazilian Bar Association (OAB) and how lawyers can utilize the available tools within these limitations. To achieve this, bibliographic research was conducted to investigate the context of legal marketing, the ethical and regulatory restrictions imposed by the OAB's Code of Ethics and Discipline, and the influence of Provision 205/2021 in this scenario. Through a literature review, it was identified that digital legal marketing is a growing reality, and Provision 205/2021 represents an important milestone by introducing fundamental concepts about marketing in the legal profession and authorizing the promotion of legal content on digital platforms. However, it is crucial to respect the established ethical limits, such as the accuracy of information, the avoidance of commercialization of the profession, the prohibition of client solicitation, and the promotion limited to purely informative purposes. The study also addressed organic and paid traffic strategies, highlighting the importance of investing in advertising to enhance the visibility of law firms and attract new clients. It is concluded that legal marketing is an essential tool for the adaptation of the legal profession to the digital environment, and Provision 205/2021 provides important guidelines to guide the actions of lawyers in this context. However, it is crucial for professionals to be aware of the imposed limitations and act ethically and responsibly when utilizing the available tools.