In a significant regulatory overhaul aimed at strengthening India’s professional services ecosystem, the Institute of Chartered Accountants of India (ICAI) has amended its advertisement guidelines under the revised Code of Ethics. The move comes at a time when the Government is actively encouraging the growth of large domestic audit and consulting firms capable of competing with global multinationals.
Announcing the changes after a meeting of ICAI’s apex policy-making body, chaired by its President Charanjot Singh Nanda, the Institute said the reforms would open up long-awaited opportunities for Indian Chartered Accountancy firms—particularly emerging and mid-sized practices—to enhance their visibility, expand their client base, and compete more confidently on the global stage.
Greater Visibility, Modern Outreach
According to ICAI, the revised Guidelines on Advertisements and Websites are designed to improve accessibility to professional services while aligning Indian practices with contemporary global norms. The amendments widen the scope of permissible “write-ups” in advertisements, providing members with greater creative and communicative freedom. This, the Institute noted, will allow Chartered Accountants to present their expertise and services in a more modern, effective, and client-friendly manner.
“These changes collectively enable members to deliver professional services more efficiently and with better outreach, without compromising ethical standards,” the statement said.
Digital Push for Non-Exclusive Services
A key highlight of the reforms is enhanced flexibility in digital promotion. Under the revised website guidelines, ICAI has permitted the use of “push technology” for services that are not exclusive to the CA profession, such as consultancy, accounting, and advisory services.
This shift allows CA firms to proactively promote such services through digital channels, bringing them on par with other professional service providers and aligning with prevailing digital marketing practices. ICAI emphasized that this will ensure a level playing field while preserving the profession’s core ethical framework.
In another notable step, network firms registered with ICAI will now be allowed to independently develop and operate their own websites, providing them with greater autonomy and branding opportunities.
Convergence with Global Ethical Standards
Alongside advertising reforms, ICAI has also aligned its Code of Ethics with the 2024 edition of the International Ethics Standards Board for Accountants (IESBA) Code. This convergence underscores ICAI’s commitment to adopting the highest global benchmarks, particularly in the area of auditor independence.
Under the revised framework, restrictions on providing non-assurance services to audit clients have been further tightened. In certain cases, explicit prohibitions have been introduced. For instance, an audit firm will now be barred from accepting an audit engagement of a Public Interest Entity (PIE) if it has earlier provided a non-assurance service that could pose a self-review threat to the entity’s financial statements.
These measures are aimed at reinforcing trust, objectivity, and independence in audit engagements.
Expanded NOCLAR Obligations
The compliance framework has also been widened through the expanded applicability of provisions relating to Responding to Non-Compliance with Laws and Regulations (NOCLAR). ICAI has extended these obligations to cover all listed entities and their material subsidiaries during audit engagements.
“This expansion significantly strengthens transparency, accountability, and the auditor’s responsibility in identifying and addressing instances of potential legal and regulatory non-compliance,” the Institute said.
New Global Networking Guidelines
In a parallel reform with far-reaching implications, the ICAI Council has approved the ICAI (Global Networking) Guidelines, 2025. Describing the move as a milestone, the Institute said the new framework will pave the way for Indian CA firms to establish structured and compliant international affiliations.
The guidelines provide a transparent mechanism for Indian CA firms, domestic networks, and ICAI-registered consultancy companies to collaborate with overseas entities across jurisdictions. By enabling cross-border partnerships and global networking, ICAI aims to help domestic firms access international markets and compete at a global scale.
A Strategic Push for Indian Firms
Taken together, the reforms mark a strategic shift by ICAI—balancing greater professional freedom and market visibility with stricter ethical and compliance safeguards. As India seeks to build globally competitive professional services champions, the revised Code of Ethics and allied guidelines are expected to play a crucial role in empowering home-grown CA firms while maintaining the credibility and integrity of the profession.
