How Chartered Accountants Can Build a Personal Brand Without Violating ICAI Rules
- Anushka Trivedi
- Jun 16
- 3 min read
Updated: Aug 15
“Can I post about my work on LinkedIn?”
“Will writing a blog about taxation land me in trouble with ICAI?”
“Is personal branding even allowed for CAs?”
These are questions we hear from Chartered Accountants all the time. In an era where digital visibility defines credibility, CAs in India face a unique challenge: they must build trust and grow their practice without violating the ICAI’s Code of Ethics, which strictly prohibits direct solicitation and advertising.
But here’s the truth:
[1] Personal branding is not advertising.
[2] You can build a powerful digital presence without breaking rules.
This blog unpacks how CAs can use content-led personal branding to grow — ethically, confidently, and compliantly.
This blog breaks down exactly how to ethically build your brand as a CA, based on ICAI’s Advertising Guidelines [No. 1-CA(7)/Council Guidelines/01/2008, dated 14th May 2008], so you can stay compliant and grow online with confidence.
The ICAI Advertising Guidelines: What You Can and Cannot Do
The ICAI Advertising Guidelines, which apply to all Chartered Accountants in practice, lay out crystal-clear restrictions to preserve the dignity and objectivity of the profession. But they also leave space for permissible self-representation, when done within limits.
Here’s a breakdown:
The guidelines also mention that your website font size must not exceed 14 points, and the domain name must not resemble marketing terms, like “BestCAinDelhi.com” or “TaxSaverExperts.in”. Source: [ICAI - Advertising Guidelines PDF]
Advertising ≠ Personal Branding: Here’s the Difference
One major misconception among CAs is that all forms of online presence equal advertising. That’s not true.
● Advertising is direct solicitation with the intent to promote services, clearly banned.
● Personal Branding, however, is about building credibility, expertise, and reputation over time through educational and value-driven communication.
If your LinkedIn post helps a startup understand GST compliance better, you’re not selling, you’re serving. And ICAI allows this form of educational visibility.
A Compliant, Ethical 5-Step Strategy to Build a Personal Brand
1. Build a Website That Informs, Not Sells
Your website can include:
● Areas of specialization
● Team bios
● Languages known
● ICAI registration details
● Client servicing areas
Avoid:
● Testimonials, pop-ups, flashy elements
● “Contact me for tax savings” banners
● Any visual or text element that pushes a sale
Keep the design sober, fonts <= 14 pt, and content focused on services, not sales.
2. Create Value-Driven LinkedIn Content
LinkedIn allows you to:
● Post explainers (e.g., “3 Things You Should Know About Form 26AS”)
● Share ICAI updates in plain English
● Join discussions in groups and forums
Avoid sales talk or client targeting. You can still use LinkedIn to:
● Build recall
● Show authority
● Spark conversations
3. Write & Share Insightful Articles
Publish articles in:
● ICAI Journal
● TaxGuru / CAClubIndia
● Reputed business or legal magazines
Focus on solving problems—not promoting your firm.
4. Host Webinars With No Call-to-Action
Educational webinars are fully permitted. But:
● Avoid lead magnets, registration ads, or service upsells
● Focus on pure value (e.g., “Understanding Budget 2025 for Small Businesses”)
This builds trust equity, not liability.
5. Build Authority with No Hype
Let content do the talking:
● Post a weekly blog
● Share checklists or tools
● Use a professional tone and avoid exaggerated language
Over time, this builds your Google presence, client trust, and industry respect, all while staying 100% ethical.
Mistakes to Avoid (Straight From ICAI’s List)
● Don’t offer a free consultation in your article or video
● Don’t post images with your CA firm’s name or logo on social media
● Don’t send mass emails or WhatsApp forwards offering services
● Don’t participate in interviews that highlight your personal or firm achievements
● Don’t display pricing or package comparisons on your website
Every misstep here can be viewed as solicitation, and may lead to a disciplinary process under ICAI’s Ethics Committee.
Visibility Without Violation
The takeaway? Personal branding is not banned for CAs, self-promotion is.
You don’t need ads, sales language, or SEO tricks to grow. You need:
● Educational content
● A compliant website
● Value-first communication
● Patience and consistency
The ICAI Advertising Guidelines allow you to be visible, useful, and trusted, as long as you operate with integrity and restraint
📌 Ready to build your personal brand ethically and effectively?
Reach out and let’s create a content strategy that makes you trusted, visible, and 100% compliant with ICAI’s rules.