For most of the profession's history the answer was a firm no — a Chartered Accountant in India could not advertise or actively solicit work. A limited, passive ("pull") website was allowed, but pushing your services out to an audience was not. That changed on 1 April 2026, when the ICAI's 13th Edition Code of Ethics came into force and, for the first time, opened a carefully bounded door to promotion. This guide explains what a CA can and cannot do today, in plain English.
The starting point: no solicitation
The foundation hasn't moved. Under Clause (6) of Part I of the First Schedule to the Chartered Accountants Act, 1949, a member in practice is deemed guilty of professional misconduct if they solicit clients or professional work — directly or indirectly — by circular, advertisement, personal communication or interview, or by any other means. That prohibition on solicitation is still very much alive in the 2026 Code.
The distinction that matters is between solicitation (chasing a specific client or work — still banned) and promotion (making your existence, services and expertise known to the public — now permitted within limits). Getting this line right is the whole game.
What changed in 2026
The 13th Edition, approved at the ICAI's 447th Council Meeting in December 2025 and effective 1 April 2026, relaxed the historic ban and gave members meaningful room to build a professional presence online. In broad terms, it now permits:
- "Push"-mode promotion for non-exclusive services — services not reserved exclusively to CAs (consultancy, accounting, advisory) can be actively promoted, not just published on a passive website.
- A genuine social and web presence — firm websites, LinkedIn, X (Twitter), Instagram professional pages, Google Business profiles and professional directories are open to you — subject to the conditions attached, so check the current guidance before listing.
- Content that showcases expertise — service offerings, educational posts, regulatory updates, and your credentials and experience.
What a CA can do now
- Run a professional website and social profilesin your name or firm's trade name.
- Publish educational content — explainers on tax changes, compliance deadlines, GST updates, and how-to guides for business owners.
- State your services, credentials and experience factually.
- Promote non-exclusive services (advisory, consultancy, accounting) more actively.
What is still off-limits
- Soliciting a specific client or engagement — directly or indirectly.
- Sensational, exaggerated or comparative claims— communication must be fact-based, verifiable and dignified. No "India's No. 1 CA", no disparaging competitors.
- Listing on app-based service-provider aggregators. The ICAI has taken the position that listing on such platforms is not permissible for members in practice. Treat aggregator and marketplace listings as off-limits, and check the current ICAI guidance before listing your practice anywhere.
- Anything that compromises the dignity of the profession or misleads the public.
A simple test before you post
When you're unsure whether a post crosses the line, ask three questions:
- Is it factual and verifiable? Could you defend every claim in it?
- Is it educating, not chasing? Are you sharing useful knowledge, or targeting a named prospect?
- Does it uphold the profession's dignity? Would it read well to a peer and the ICAI?
If all three are yes, you're likely on safe ground — but confirm against the current Code. If any is no, rework it.
Applying the line: worked examples
The rules are principles, so the difficulty is always applying them to a specific post. The table below works through cases a practising CA meets weekly. These are illustrative applications of the principles above, not ICAI rulings — any real assessment turns on full context, and borderline cases deserve a second opinion.
| What you want to post | Assessment | Why |
|---|---|---|
| “What the current TDS thresholds mean for small businesses” | Generally acceptable | Educational, factual, addressed to the public generally. |
| “India’s No. 1 CA firm for startups” | Not permitted | A superiority claim; not factual or verifiable. |
| “Our firm now offers virtual CFO services — here’s what’s included” | Generally acceptable | A factual statement of services — verify the service is non-exclusive. |
| DM to a named company: “Your GST filings are late — we can take over” | Solicitation — not permitted | Targets a specific prospect for specific work. |
| “Client X saved ₹40 lakh in tax thanks to us” | Not permitted | An outcome claim that identifies a client — confirm the current position before naming any client. |
| “5 mistakes businesses make in their first audit year” | Generally acceptable | Educational; draws on expertise without soliciting. |
| Listing the firm on an app-based services marketplace | Treat as off-limits | ICAI’s position is that aggregator listings are not permissible. |
| A factual firm profile page with partners’ qualifications | Generally acceptable | Factual particulars, stated without embellishment. |
Generate ICAI-aware content in seconds
BrandSaathi drafts LinkedIn & Instagram posts for practising CAs and flags the ICAI 13th Edition rule each draft touches — so you can review before you publish.
Where BrandSaathi fits
Building this presence by hand is slow, and the compliance line is easy to cross without meaning to. BrandSaathi generates LinkedIn and Instagram content built for practising CAs — and annotates each draft with the ICAI 13th Edition rule it applied, so you can see exactly why a line is worded the way it is before you publish. See how it works for Chartered Accountants, or read the practical social media playbook for CA firms.
Frequently asked questions
Can a Chartered Accountant advertise in India in 2026?
Within limits, yes. The ICAI's 13th Edition Code of Ethics, effective 1 April 2026, permits promotion — a professional website, social profiles, and content that showcases expertise. What remains prohibited is solicitation: chasing a specific client or engagement, directly or indirectly.
What is the difference between promotion and solicitation?
Promotion makes your existence, services and expertise known to the public generally. Solicitation targets a particular client or piece of work. Publishing an explainer on a GST change is promotion. Messaging a named business offering to take over their filings is solicitation.
Can a CA post on LinkedIn and Instagram?
Yes. Firm websites, LinkedIn, X, Instagram professional pages and Google Business profiles are permitted under the 13th Edition, provided the content stays factual, verifiable and dignified, with no sensational, exaggerated or comparative claims.
What is 'push' promotion and what changed?
Historically a CA's website operated on a passive 'pull' basis — a visitor could come to you, but you could not push your services out to an audience. The 13th Edition opened push-mode promotion for services that are not exclusive to the CA profession, such as consultancy, accounting and advisory. Services reserved exclusively to CAs remain more tightly restricted.
What is still off-limits for a CA?
Soliciting a specific client or engagement; sensational, exaggerated or comparative claims such as 'India's No. 1 CA'; disparaging other members; and anything that compromises the dignity of the profession or misleads the public. Before publishing anything that identifies a client, confirm the current position in the 13th Edition — we do not restate that detail here.
Can a CA list on app-based service aggregators?
The ICAI has taken the position that listing on application-based service-provider aggregators is not permissible for members in practice. Treat aggregator and marketplace listings as off-limits, and check the current ICAI guidance before listing your practice anywhere.
What happens if a CA breaches the advertising rules?
Improper advertising and solicitation are professional misconduct matters under the Chartered Accountants Act, 1949, dealt with through the ICAI's disciplinary mechanism, with consequences extending to action against the member's standing. Confirm the current provisions before relying on any specific outcome.
Does BrandSaathi guarantee my content is ICAI-compliant?
No. BrandSaathi applies the ICAI 13th Edition advertising guidelines to content generated for CA subscribers and shows which rule was applied to which element. You are the practising professional and you remain responsible for what you publish. Use the annotation as an aid to your review, not a substitute for it.
Related reading
- ICAI 13th Edition Code of Ethics: what changed — the detail behind the 2026 relaxation.
- Social media marketing for CA firms — a practical weekly posting plan.
- Can Company Secretaries advertise? — the equivalent ICSI position.
- Can Cost Accountants (CMAs) advertise? — the equivalent ICMAI position.