ADVERTISING RESTRICTION AND LEGAL PROFESSION IN SABAH: AN AIDA MODEL PERSPECTIVE

Abstract

Purpose: The goal of this study is to describe in-depth the restrictions of legal service advertising from
a marketing standpoint (attention, interest, desire, and action) utilising the AIDA model. Methods: This
study was conducted using the qualitative approach due to its nature, which is to conduct a relevant
document analysis and in-depth interview with legal experts on the restrictions of legal service
advertising from a marketing viewpoint utilising the AIDA model as the underlying theory. Analysis
data: Data analysis in this study using content analysis and an expert opinion methodological
approach. Result and discussions: Based on the results of content analysis and expert opinion, the
AIDA model can be used; nevertheless, it is only applicable to three dimensions: Attention, Interest,
and Desire. However, this is not the case for the Action dimension. Furthermore, its use in advertising
strategy is still constrained by existing legal requirements. The best advice is to publish the legal article
and discuss legal concerns (i.e., Attention and Interest), as well as to use the website to provide
acceptable information (i.e., Desire). This study extends the applicability of the AIDA model to the
strategic use of social media for legal practitioners and firms. Besides, the findings of this study will
benefit legal practitioners and policymakers in managing advertising restrictions. Conclusion: The
AIDA model can be used to describe the advertising function that is the foundation of legal service
restrictions. Functions of ATTENTION, INTEREST, and DESIRE can all be used to explain advertising
restrictions. However, the "ACTION" function cannot be achieved.