ICAI Advertising & Website Guidelines: What’s Changing from 1 April 2026

If you manage a CA firm website—or have been considering building one due to unclear rules—ICAI's latest update is essential to understand.

ICAI has approved the revised 13th Edition of the Code of Ethics, which will be applicable from 1 April 2026. A significant highlight is the Advertisement and Website Guidelines update aimed at enhancing professional visibility in the digital age.

In this article, we’ll explore ICAI's announcements, the implications of "push technology" in marketing, services CA firms can promote more actively from April 2026, and which content to avoid until the final details are published.

Quick summary of the 2026 changes

According to ICAI’s Council update, significant changes include:

• Advertising “write-ups” get more flexibility, offering an expanded scope and more creative freedom.
• Websites can use “push technology” for services not exclusive to the CA profession, such as consultancy and accounting.
• ICAI-registered network firms can maintain their own websites, enhancing visibility and collaboration.
• The revised Code aligns with global ethics updates (IESBA 2024), incorporating Sustainability Assurance ethics standards and expanding Management Consultancy and Other Services (MCS) to include AI services, forensic accounting, and social impact assessments.

What changes in “Advertisement write-up” (the practical impact)

The core objective is clear: ICAI is focused on modernizing permitted communication without resorting to aggressive marketing or misleading promotion.

The scope of advertisement “write-up” is being revised to allow members more creative freedom in presenting information—making communications feel contemporary while adhering to ethical standards.

As outlined in the Exposure Draft summary, significant changes include accepting formats like “contemporary form” and “directories", lifting the previous font-size restriction, and eliminating the mandatory mention of membership number/FRN.

In essence, the “write-up” should appear less rigid, reflecting current professional service presentations—factual and non-promotional.

What does ICAI mean by “push technology” (and why it matters)?

Traditionally, CA firm websites were “pull-based”; found through search rather than active promotion. ICAI’s earlier website advisory maintained this stance to avoid solicitation/advertisement breaches.

Now, ICAI suggests more flexibility by allowing push technology for non-exclusive services (like consultancy and accounting). Typically, “push” implies proactive promotion like ads and campaigns, limited to non-exclusive categories.

Important: ICAI provides the direction and effective date, but final wording and conditions await publication.

What services can CA firms promote more actively from 1 April 2026?

ICAI has clarified that the push approach applies to services “not exclusive to the CA profession,” such as consultancy and accounting.

1) Non-exclusive services (the safer category for active promotion)

• Accounting, bookkeeping, outsourced finance
• Business/management consultancy
• Finance process advisory and implementation support
• MIS/reporting/system advisory (within professional standards)

Think of these as services valuable across the broader finance ecosystem—not just statutory CA-only work.

2) Expanded modern service areas under MCS

• AI-related services
• Forensic accounting
• Social impact assessment (and similar emerging fields)

For firms exploring new practice lines, it's an opportunity to create educational, professional pages—factual, not salesy.

What CA firms should still avoid on websites

Even with the 2026 relaxation, it is prudent to be cautious—ICAI’s existing website advisory highlights prohibited content, emphasizing serious non-compliance consequences.

Examples of high-risk items listed include:

• Displaying client names or logos
• Mentioning professional fees or “free of charge” claims
• Using “Best/Top/Leading firm” claims
• Including testimonials with client names
• Displaying awards, grading, rankings
• Hosting event photo galleries or non-educational videos
• Using “Why choose us” promotional claims
• “Push mode” listings of professional services under the older framework

Why include this list in a 2026 update blog?ICAI has outlined what changes, but until detailed wording is fully effective, maintaining existing advisory standards is advised till 31 March 2026, then updating strategies in line with the revised Code from 1 April 2026.

Implementation timeline (before and after 01-04-2026)

From now till 31 March 2026

• Keep your website aligned with the current ICAI website advisory framework.
• Begin drafting new landing pages (especially for accounting/consultancy-type services) for seamless launch post-revision.

From 1 April 2026 (01-04-2026)

• The revised 13th Code of Ethics becomes applicable.
• Implement “push” campaigns only for non-exclusive services and maintain conservative messaging for assurance/audit-type positioning.

Checklist: How to update your CA firm website for the new regime

• Create dedicated pages for Accounting, Consultancy, and other non-exclusive services (keep it factual; avoid “best/top” claims).
• Add educational content: explainers, FAQs, compliance updates (avoid testimonials/client logos).
• Implement an internal review process for new pages/campaigns before they go live.
• If part of an ICAI-registered network, plan a strategy for your network website as ICAI allows network firms to maintain their own sites.