Dubai's VARA Announces Regulatory Guidelines
New VARA regulations address marketing and communications activities before operationalising the MVP licensees to safeguard community interests and avoid mass-market information dissemination and consumer solicitation. Dubai’s Virtual Asset Regulatory Authority (VARA), with the commencement of its Minimum Viable Product (MVP) Phase, has announced regulatory guidelines on marketing, advertising, and promotions of VA across the Emirate […]
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New VARA regulations address marketing and communications activities before operationalising the MVP licensees to safeguard community interests and avoid mass-market information dissemination and consumer solicitation.
Dubai’s Virtual Asset Regulatory Authority (VARA), with the commencement of its Minimum Viable Product (MVP) Phase, has announced regulatory guidelines on marketing, advertising, and promotions of VA across the Emirate of Dubai.
The new VARA regulations specifically address marketing and communications activities before operationalising the MVP licensees to avoid mass-market information dissemination and consumer solicitation.
Regulations on marketing, advertising, and promotions of Virtual Assets cover all forms of outreach, communications, and advertising, including publication of information, awareness building, customer engagement, and investor solicitation.
VARA rules extend to VA-related communications by any entity leveraging Dubai-based media sites, search platforms, and online or offline publishing channels that target customers within the Dubai market, establishing guardrails on permissible audience segments and content obligations.
Equally, all content dissemination channels operating from Dubai must act responsibly and ensure compliance with prevailing Guidance regarding VA communications facilitated via their platforms.
VARA guidelines further detail the obligations of Dubai licensed VASPs. They are also applicable for advertising platforms using VA content across traditional and new-age media channels for the Dubai market. These guidelines will ensure factual accuracy, explicitly demonstrate any promotional intent, and in no way mislead on the guaranteed nature of their returns.
Rigid enforcement standards and penalties for non-compliance collectively provide market confidence. MVP operations augment marketing, data protection, and consumer protection laws well embedded across the UAE
