The Czech Bar Association has lifted a ban on law firm advertising as part of a reform process designed to prepare the country's legal profession for accession to the European Union (EU) next year.

The reforms, which came into force on 28 September, have been welcomed
by local lawyers as a step towards bringing the profession in line with other major European jurisdictions.

Lukas Sevcik, a corporate partner based in Linklaters' Prague arm, told Legal Week Global: "This is an important step because firms have found the issue of how to inform the public and the market a grey area."

The new regime, which contrasts with the current near total ban on external communications, will allow firms to provide factual information and promote their services.

However, advisers will not be able to draw comparisons with rivals and will remain open to censure for public statements that bring the profession into disrepute.

Jeffrey Forbes, regional chairman of the London-based marketing association the Professional Marketing Forum, said: "This represents a shift in thinking for lawyers in the Czech Republic.

"It will create a much more dynamic legal market as firms will be able to compete with each other and have to think in a more commercial way."

The Czech Republic is regarded as one of the most important jurisdictions in the accession region and has attracted significant amounts of foreign investment.

In addition to the Czech Republic other countries joining the EU next year include Hungary, Poland, Slovenia and the Slovak Republic.