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- Chartered Accountants in India have traditionally been restricted from advertising under the ICAI’s Code of Ethics (Chartered Accountants Act, 1949).
- But now, in 2025, the Institute of Chartered Accountants of India (ICAI) is rethinking this decades-old rule.
- Why?
How ICAI historically regulated CA Firms
For decades, ICAI enforced a highly regulated, conservative framework.
Here’s what that meant:
| Regulation Area | ICAI Rule (Until Now) |
|---|---|
| Advertising | Prohibited—CA firms couldn’t promote their services publicly |
| Success Fees | Not allowed—even for advisory work like M&A or litigation support |
| Firm Branding | Firm names limited to partner surnames—no commercial branding allowed |
| Mergers & Networks | Allowed only under strict conditions |
| Foreign Ownership | Prohibited—to ensure Indian control and independence |
| Website Content | Permitted, but tightly regulated—no promotional content allowed |
Indian CA Firms may be allowed to advertise? No!
For decades, Indian CAs built their reputation through quality work and word-of-mouth alone.
Website creation has always been permitted, but tightly regulated.
Objective: To safeguard auditor independence, client trust, and uphold ethical standards and rightly so!
But…Old rules won’t work any more
The world has changed.
Indian CA firms are now competing in a hyper-global, AI-driven, and branding-first business environment
Branding and marketing aren’t luxuries anymore—they’re necessities.
Former ICAI President Amarjit Chopra told The Economic Times that global firms are already winning the branding battle, even under the ban.
They’re just doing it through surrogate channels such as affiliates, thought leadership content, and partnerships.
Also read: ICAI says Partners can sign only 60 Tax Audits annually
ICAI’s 2025 Reset
Recognizing this gap, ICAI is re-examining its 75-year-old Code of Ethics under the leadership of President CA Charanjot Singh Nanda.
And ICAI is indeed reviewing changes to the rules around advertising, remuneration, and consolidation.
But the main focus is on allowing advertising—especially for non-audit services—while maintaining strict ethical boundaries.
Aniket Talati, former ICAI President, told ET: Audit doesn’t need advertising. But for non-audit services, branding is essential if Indian firms are to compete globally.
| Proposed Change | What It Means |
|---|
| Advertising for Non-Audit Services | Likely to be permitted—with guardrails to ensure professionalism |
| Success-Based Billing | May be allowed for advisory services like M&A, compliance, litigation |
| Firm Mergers & Consolidation | Actively encouraged to build stronger Indian firms |
| Global Branding & Promotion | ICAI exploring limited overseas marketing opportunities for Indian CA firms |
Also read: ICAI Elections – Is it still about the Profession Or Money, Fame, Power-Play?
Wrapping up…
Of course, tight ethical controls would be mandatory to prevent misleading or over-the-top promotion.
And most importantly, CA firms must ensure that quality and professionalism remain non-negotiable.
After all, they are the backbone of the Indian economy.
