Although most Arab legal codes still prohibit lawyers from using advertising or promotional methods in their practice, the rapid developments in the field of legal services necessitate a re-evaluation of these traditional provisions. Practices once considered advertising are now part of a responsible professional communication system aimed at informing the public about legal services and expanding access to them. The legal landscape has been transformed globally by globalization, technology, and artificial intelligence, giving rise to a new reality known as the legal market, where legal services are subject to the logic of competition and innovation, just like any other professional sector. In this context, developing legal services is no longer limited to improving the internal performance of firms and companies, but now depends on their ability to market their values, skills, and distinctiveness, and to adopt legal technology tools (LegalTech) such as case management applications, smart platforms, and chatbots to serve clients. From this perspective, the concept of legal marketing has emerged as a professional practice that transcends mere commercial advertising, becoming a systematic management of identity, relationships, and opportunities within the legal market. The aim is not commercial promotion, but rather building trust, enhancing communication, and showcasing competence within clear professional and ethical frameworks. The challenge today lies in striking a delicate balance between preserving the dignity and ethics of the profession on the one hand, and enabling law firms to utilize modern marketing tools that have proven effective globally on the other. Therefore, it has become essential to formulate new regulatory frameworks for responsible professional promotion, drawing on international best practices in marketing legal services—such as legal content management, digital search engine optimization (SEO), professional branding, and engagement across digital platforms—while respecting the cultural specificities and ethical values ​​of Arab society.