Social media has become an important tool for lawyers who want to build a professional profile and attract clients. At the same time, the line between legitimate marketing and conduct that may breach ethical rules is not always clear. This session will look at the practical challenges lawyers face when using platforms such as LinkedIn, Instagram or TikTok. Among other things, it will address:

1. when it is appropriate to post about professional achievements, case results or client testimonials;
2. where marketing may become misleading or inconsistent with the dignity of the profession;
3. the risks associated with “influencer-style” legal content, including responding to legal questions in messages, confidentiality concerns and cross-border issues; and
4. a brief comparison of how different jurisdictions regulate lawyer advertising and online presence.