The government is likely to amend laws to allow Chartered Accountants (CAs) and their firms to advertise their services — a shift aimed at helping Indian firms attract more clients and compete globally.
Currently, under the Chartered Accountants Act, 1949, advertising by CAs is heavily restricted. Professionals are permitted only limited “write-ups” describing their services, and even these are subject to strict norms on font size, photograph usage, and content. The proposed relaxation seeks to give firms greater flexibility in showcasing their expertise while maintaining ethical boundaries.
Objective: Empower Homegrown Firms
According to officials, the proposed changes are part of a broader effort to strengthen India’s domestic auditing and consultancy ecosystem. By easing advertising norms, the government hopes to help Indian CA firms expand their visibility, attract assignments, and eventually compete with global giants in the $240-billion international auditing and consulting market.
The Institute of Chartered Accountants of India (ICAI) has already submitted its recommendations to the Ministry of Corporate Affairs (MCA), suggesting specific relaxations in the profession’s Code of Ethics to permit more open promotion of professional services.
ICAI’s Reform Agenda
ICAI President Charanjot Singh Nanda said the institute had presented its case to the corporate affairs ministry, proposing structured reforms to align with global practices. “Certain relaxations have been identified, especially in view of evolving technology such as digital advertising, event sponsorships, and online platforms. These changes will help firms enhance visibility while upholding professional ethics,” Nanda noted.
He added that the institute’s proposals are part of a larger set of measures, including a revision of the Merger and Demerger Guidelines for CA Firms and the introduction of Aggregation of LLPs Guidelines, 2024, which are aimed at facilitating collaboration and scaling up operations of domestic firms.
Balancing Promotion and Professional Integrity
The ICAI’s existing advertising guidelines were introduced in 2006, permitting only restricted “write-ups” for professional visibility. However, these limitations have increasingly been seen as outdated, especially with the rise of digital platforms and growing competition from global firms such as EY, Deloitte, KPMG, PwC, Grant Thornton, and BDO, which currently dominate the Indian audit and advisory landscape.
The proposed overhaul will therefore balance modernization with professional integrity. The revised framework will ensure that promotional content adheres to ethical principles, avoiding any misleading claims or unfair comparisons.
Expected Impact
If implemented, the move is expected to catalyze growth and consolidation among Indian CA firms, improve operational capacity, and align Indian professional standards with international norms. This reform could also encourage firms to adopt more transparent practices while expanding their client base across domestic and global markets.
“The plan is not just about advertising — it’s about empowering Indian firms to compete globally, form collaborations, and strengthen India’s footprint in the international financial services ecosystem,” Nanda emphasized.
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