MARKETING CRYPTO SERVICES IN THE UAE UNDER VARA
One framework for everything you say and where you say it — from ads, social, airdrops and influencers to app stores, events and cross-border campaigns from Dubai.
We design end-to-end marketing compliance for VASPs — message standards, disclaimers, targeting gates, influencer controls, event protocols, platform due-diligence, and 8-year records.
WHO MUST COMPLY —
SCOPE & DEFINITION
Marketing
“Marketing” covers any advertisement, invitation, inducement, solicitation, offer or promotion — across all media and channels, including social posts, blogs, livestreams, podcasts, billboards, sponsored content, branding/merch, airdrops, and “educational” materials that are promotional in effect. (Part I.A.1–2)
Applies to all entities
Applies to all entities (UAE-based or foreign), whether Licensed by VARA or not, whenever Marketing is in or targeting the UAE. (Intro; Part I)
Supersedes
Supersedes the 2022 Administrative Orders (with a 90-day transition from the effective date). (I.A.3–4)
CORE RULE: WHO MAY MARKET
VA ACTIVITIES
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Marketing of a VA Activity in or targeting the UAE may be done only by (a) a VARA-Licensed VASP for that Activity, or (b) on behalf of and approved by such Licensed VASP. (I.B.3) |
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Anonymity-Enhanced Cryptocurrencies: Marketing is strictly prohibited (and so are VA Activities involving them) in the Emirate. (I.B.4) |