Abstract
The legal landscape is constantly evolving, driven by technological changes that affect all areas, including law. This work aims to present the concepts and foundations of legal marketing, with specific objectives that include outlining the technical standards governing the practice of law; presenting the restrictions related to marketing and advertising in the OAB Code of Ethics; and establishing a comparison between what is permissible and what is not in legal marketing. Legal marketing is an essential strategic tool for lawyers and law firms. This study proposes to examine the rules that govern the practice of law and the marketing restrictions, comparing what is allowed and what is not. Additionally, comparative charts facilitate the visualization of the restrictions outlined in the Code of Ethics. The research is bibliographic and qualitative, supported by a literature review that aims to clarify the concepts of marketing and legal marketing, as well as the technical standards governing the legal profession. Upon concluding this work, the importance of studying the technical standards that regulate the practice of law is emphasized as an effective way to raise awareness and build trust among lawyers regarding how they can ethically and compliantly develop their work.
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