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

If you run a CA firm website—or you’ve been postponing one because the rules felt unclear—ICAI’s latest update is worth paying attention to.

ICAI has approved the revised 13th Edition of the Code of Ethics, and it is stated to be applicable from 1 April 2026 (01-04-2026). One of the biggest talking points in this revision is the update to Advertisement and Website Guidelines, aimed at making professional visibility more practical in today’s digital-first world.

In this article, we’ll cover what ICAI has announced, what “push technology” likely means in day-to-day marketing terms, what services CA firms can promote more actively from April 2026, and what content is still best avoided (until the final detailed wording is notified).

Quick summary of the 2026 changes 

Based on ICAI’s Council update, here’s what stands out :

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

The big takeaway here is simple: ICAI is trying to make permitted communication feel more modern, without letting it slip into aggressive marketing or misleading promotion.

ICAI has indicated that the scope of the advertisement “write-up” is being revised to give members more creative flexibility in how they present permitted information—so your communication doesn’t feel outdated or overly constrained, while still staying within ethical boundaries.

Also, in the Exposure Draft summary (Annexure A) under “significant changes,” ICAI notes that the Council Guidelines for Advertisement (2008) are being updated to reflect current realities. The summary suggests a few practical tweaks, such as:

• including newer formats like “contemporary form” and “directories” within the definition of a “write-up”
• removing the earlier font-size restriction
• and (as per the summary note) removing the requirement to mention membership number/FRN

In short: the “write-up” is expected to look less rigid and more aligned with how professional services are presented today—while still keeping the tone factual and non-promotional.

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

Traditionally, CA firm websites were expected to stay more “pull-based”—meaning people can find your website when they search, but the website shouldn’t look or behave like an active marketing engine.

ICAI’s earlier website advisory also explains the backdrop: solicitation/advertisement is barred, and the website framework was designed to let members have a website without crossing that line.

Now, ICAI has proposed greater flexibility by allowing push technology for non-exclusive services (like consultancy and accounting). In practical terms, “push” usually means things like proactive promotion—ads, campaigns, and outbound visibility tactics—but the key point is that ICAI’s stated direction limits this to the non-exclusive category.

Important: ICAI’s press release gives the direction and effective date, but firms should still follow the final notified wording/conditions once published.

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

ICAI is clear that the push approach is proposed for services that are “not exclusive to the CA profession.” The examples given include consultancy and accounting.

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

This is where dedicated landing pages and digital campaigns become more realistic:

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

Think of this as: services that are valuable, professional, and common across the broader finance ecosystem—not just limited to statutory CA-only work.

2) Expanded modern service areas under MCS

ICAI also notes expansion of MCS to include newer, digital-age services such as:

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

For firms building new practice lines, this is a good reason to create clean, educational service pages—but keep the messaging factual and professional (not salesy).

What CA firms should still avoid on websites (until revised detailed rules are notified )

Even with the 2026 relaxation, the safest approach is to remain cautious—because ICAI’s existing website advisory clearly lists several prohibited website contents and warns that non-compliance can be treated seriously.

Examples of high-risk items listed in the advisory include:

• Client names / client logos
• Professional fees / “free of charge” claims
• “Best/Top/Leading firm” type claims
• Testimonials with client name
• Awards, grading, rankings (“Tier 2 firm”)
• Event photo galleries / non-educational videos
• “Why choose us” style promotional claims
• Any “push mode” listing of professional services (under the older framework)

Why include this list in a 2026 update blog?  Because ICAI has announced what’s changing—but until the revised detailed wording is fully in effect, it’s best to keep current websites aligned with the existing advisory till 31 March 2026, and then update your marketing strategy 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.
• Start drafting new landing pages (especially for accounting/consultancy-type services) so you can launch smoothly when the revised Code becomes applicable.

From 1 April 2026 (01-04-2026)

• The revised 13th Code of Ethics becomes applicable.
• Roll out “push” campaigns only for the non-exclusive services category, and keep messaging conservative 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”).
• Add educational content: explainers, FAQs, compliance updates (avoid testimonials/client logos).
• Put an internal review process in place for every new page/campaign before it goes live (especially ads and social campaigns).
• If you are part of an ICAI-registered network, plan a network website strategy (ICAI has stated network firms can maintain their own websites).