The Virtual Assets Regulatory Authority [VARA] has updated its marketing regulations for Virtual Asset Service Providers (VASPs) in Dubai, effective from October 1, 2024. The updated '𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗥𝗲𝗴𝘂𝗹𝗮𝘁𝗶𝗼𝗻𝘀 𝗳𝗼𝗿 𝗩𝗶𝗿𝘁𝘂𝗮𝗹 𝗔𝘀𝘀𝗲𝘁𝘀 𝗮𝗻𝗱 𝗥𝗲𝗹𝗮𝘁𝗲𝗱 𝗔𝗰𝘁𝗶𝘃𝗶𝘁𝗶𝗲𝘀 𝟮𝟬𝟮𝟰' aim to enhance the transparency and integrity of marketing practices in the virtual assets sector. They emphasize accurate communication, avoiding misleading information, and safeguarding consumer interests. The regulations apply to all entities engaged in virtual asset marketing, regardless of their licensing status with VARA.

The new Marketing Guidance Document issued by VARA outlines best practices for VASPs on conducting compliant marketing activities. It covers key topics such as language usage in marketing materials, disclosure requirements, and ethical considerations. The guidelines stress that marketing must be "fair, clear, and not misleading" and vary depending on the communication channel, audience, and nature of the service or product being promoted.

Additionally, the guidelines address the treatment of sponsored content, requiring it to be clearly identified, and define monetary and non-monetary incentives offered by VASPs. Marketing campaigns targeting the UAE or GCC, including those in local languages or using local imagery, will be regulated under these provisions, and communications to groups of 50 or more individuals may also be classified as marketing activities.