LIBERDADE DE EXPRESSÃO E EXERCÍCIO DA PROFISSÃO NA ADVOCACIA

Abstract Freedom of expression and the practice of law are fundamental pillars of Advocacy 4.0, which is characterized by digitalization and innovation in the legal sector. However, legal marketing is subject to restrictions imposed by the OAB Code of Ethics, which aims to balance legal advertising with the preservation of professional dignity. The main challenge is defining the extent to which publicity is allowed without constituting improper client solicitation. The hypothesis suggests that technological advancements require a revision of ethical standards to enable modern marketing strategies without compromising professional ethics. This study aims to analyze the limits of legal marketing in Advocacy 4.0, reconciling innovation with current regulations. The adopted methodology includes bibliographic and documentary research on legislation and practical cases. The results indicate that the current regulations are insufficient for the digital reality, leading to legal uncertainty. It is concluded that adjusting the rules, without undermining ethics, is essential for lawyers to use marketing tools responsibly. Keywords: Legal advertising, Digital transformation, Professional expression, Ethical standards, OAB regulation.