What it is advisable know concerning the VARA Advertising and marketing Rules

Following the issuance of Legislation No.4 of 2022 on the Regulation of Digital Belongings in February 2022 (the “DVAL“) and the institution of the Dubai Digital Belongings Regulatory Authority (“VARA“), on 25 August 2022, VARA issued Administrative Order No.1/2022 Regarding Regulation of Advertising and marketing, Promoting and Selling Associated to Digital Belongings (the “Advertising and marketing Regulation“). As the newest addition to the quick growing digital belongings regulatory framework inside the United Arab Emirates (“UAE“), the Advertising and marketing Regulation is the primary government regulation issued by VARA and governs the promotion of digital belongings and digital asset associated actions within the Emirate of Dubai (excluding the Dubai Worldwide Monetary Centre) (“Dubai“).

Along side the Advertising and marketing Regulation, VARA has additionally issued Administrative Order No.2/2022, which units out particulars on the relevant fines and penalties within the occasion of non-compliance with the provisions of the Advertising and marketing Regulation (the “Penalties Regulation“).

While a complete licencing framework for digital belongings is but to be rolled-out in Dubai, VARA has launched a minimum-viable-product (“MVP“) section, whereby provisional ‘MVP’ licences are being issued to a choose group of digital asset trade individuals, pending the discharge of additional rules by VARA that may set up a full-scale regime for the operation and licencing of digital asset actions in Dubai.

Additional to the graduation of the MVP section, the Advertising and marketing Regulation seeks to determine clear tips for regulating digital asset associated communications and promotions in Dubai, which might be supported by inflexible enforcement requirements and penalties for non-compliance.

Sure key issues arising from the Advertising and marketing Regulation are summarised under.

Basic Restriction on Advertising and marketing

The Advertising and marketing Regulation imposes a basic requirement (topic to sure exemptions outlined under) that every one advertising and marketing referring to Digital Belongings or Digital Asset Actions (each outlined under) in Dubai, or which goal residents of and/or prospects inside Dubai or the UAE should adjust to all relevant legal guidelines, rules and tips within the UAE, and (to the extent that such advertising and marketing relates particularly to Dubai) the provisions of the Advertising and marketing Regulation (the “VARA Advertising and marketing Restriction”).

The definition of selling underneath the Advertising and marketing Regulation is to be construed broadly, and is acknowledged as together with, (amongst different actions), all direct and oblique:

  1. communications or publications of any data or promotional, influenced or sponsored supplies throughout any conventional or new-age multi-media channel;
  2. self-generated or third-party printed social media posts, blogs, feedback, endorsements, non-written communications, banners, billboards, movies or live-streams;
  3. actions encouraging market participation within the Digital Asset sector; and
  4. paid or non-paid commercials or publicity-driving content material served throughout any platform or channel.

(“Advertising and marketing”).

Digital Belongings are outlined as referring to “digital representations of worth which may be digitally traded, transferred, or used as an alternate or cost instrument, or for funding functions” (“Digital Belongings“), while Digital Asset Actions refers to any Digital Asset alternate, administration, switch, management, buying and selling or custody companies, in addition to different companies associated to Digital Asset platforms (“Digital Asset Actions“).

Authorisation and Licencing Necessities

It was highlighted within the Advertising and marketing Regulation that the issuance of any type of Digital Asset as a part of Advertising and marketing or some other engagement goal (together with Digital Belongings with restricted performance or that merely grant the holders with entry to particular amenities, companies, actions or occasions) shall be labeled as a Digital Asset Exercise, and can subsequently be topic to licencing approval by VARA.

The above requirement echoes the provisions within the DVAL and emphasises the broad jurisdiction of VARA in regulating all actions referring to Digital Belongings in Dubai. Nevertheless, it’s value noting that the Advertising and marketing Regulation doesn’t expressly set out procedures for the receipt of VARA licencing approval as these are anticipated to be included in subsequent rules issued by VARA.

Furthermore, additional to the VARA Advertising and marketing Restriction, any entity that’s not already authorised by VARA to undertake Digital Asset Actions in Dubai, however needs to conduct any type of direct or oblique Advertising and marketing to residents and/or prospects inside Dubai referring to Digital Belongings or Digital Asset Actions, is required to:

  • search authorisation from VARA previous to conducting any such Advertising and marketing;
  • present VARA with a legitimate allow to undertake Digital Asset Actions, issued by the competent authority within the territory by which the entity relies; and
  • adjust to all necessities set out within the Advertising and marketing Regulation.

As such, it’s anticipated that every one Advertising and marketing actions which instantly or not directly goal people in Dubai will probably require a stage of engagement and authorisation from VARA. The inclusion of the requirement to offer VARA with a regulatory allow to hold out Digital Asset Actions from the regulatory authority by which the entity relies might pose sensible challenges given the relative novelty of Digital Asset regimes globally. As such, this requirement may foreseeably pose a big hurdle for entities wishing to have interaction in Digital Asset associated Advertising and marketing actions inside Dubai, who usually are not already authorised in Dubai or inside their home-jurisdictions.

Scope of Software

The VARA Advertising and marketing Restriction and the provisions within the Advertising and marketing Regulation are acknowledged as making use of to all home or international people or entities which might be focusing on residents and/or prospects inside the UAE or Dubai, in relation to the availability of Digital Belongings or Digital Asset Actions.

Nevertheless, an exemption applies in cases whereby a person or entity: (i) just isn’t conducting a Digital Asset Exercise in Dubai; (ii) any Advertising and marketing exercise originates from outdoors of the UAE; and (iii) such Advertising and marketing exercise doesn’t goal any residents of the UAE (the “VARA Advertising and marketing Exemption“). In such an occasion, the person or entity is not going to be required to adjust to the VARA Advertising and marketing Restriction or the provisions of the Advertising and marketing Regulation. Nevertheless, the Advertising and marketing Regulation gives that VARA reserves the authority to behave in cases the place it views {that a} Advertising and marketing exercise poses a threat to its fame as a regulator or to the fame of the UAE or of Dubai close to its administration of the Digital Asset sector.

On account of the VARA Advertising and marketing Exemption, it’s anticipated that Advertising and marketing that happens on a purely cross-border foundation, with no directed efforts to focus on residents or prospects in Dubai ought to usually fall outdoors of the scope of VARA and the Advertising and marketing Regulation. Though, that is topic to the broad caveat that VARA however has discretion to behave, the place essential, for the safety of its regulatory regime and the UAE or Dubai Digital Asset sector.

Particular necessities for the conduct of Advertising and marketing

Topic to the VARA Advertising and marketing Exemption, the next necessities (amongst others) have to be met as a way to perform Advertising and marketing referring to Digital Belongings and/or Digital Asset Actions in Dubai:

  • Advertising and marketing have to be honest and clearly identifiable as promotional in nature;
  • Advertising and marketing should not mislead as to the true or perceived benefits of Digital Belongings nor ought to it suggest an urgency to purchase Digital Belongings or to avail of Digital Asset Actions in anticipation of future features, nor create a worry of lacking out. Any funding choice should strictly be primarily based on a buyer’s impartial analysis;
  • Advertising and marketing should comprise a distinguished disclaimer as to the variability and volatility of the worth of Digital Belongings and shouldn’t advocate that such investments are protected, low threat or have assured returns;
  • All paid content material, i.e. the posting, publicising or in any other case presenting of content material referring to Digital Belongings or Digital Asset Actions on any media platform, in alternate for any type of remuneration or worth in form, have to be clearly indicated to have been paid for;
  • People or entities conducting Advertising and marketing should retain a document of all related content material and viewers particulars for no less than two years from the date of final publication or modifying. Such data have to be made out there to VARA upon request; and
  • Advertising and marketing should adjust to all relevant legal guidelines, rules, tips or different guidelines relevant throughout the UAE and should adjust to all Dubai legal guidelines referring to Advertising and marketing, knowledge safety and shopper safety.

Entities licenced by VARA or who’re in any other case in search of to Market to residents or prospects located in Dubai will probably be required to adjust to the above necessities. The necessities are supposed to handle Digital Asset associated promotion actions, notably forward of the operationalisation of the VARA MVP licences, as a way to shield customers and safeguard group pursuits.

Nevertheless, the requirement to retain content material and viewers particulars for a interval of two years needs to be thought-about, in mild of information safety legal guidelines such because the UAE Federal Decree-Legislation No. 45 of 2021 Relating to the Safety of Information Safety (the “FDPL”). Below the FDPL, entities that course of private knowledge inside the UAE are required to delete the non-public knowledge as soon as the aim of the processing has been fulfilled, except such knowledge is anonymised. Nevertheless, this can be show tough to reconcile with the requirement underneath the Advertising and marketing Regulation, to retain knowledge for 2 years and to make such knowledge, together with the related “viewers particulars” out there to VARA upon request, on condition that anonymisation, in a knowledge safety context, is often irreversible. As such, it stays to be seen how this requirement will work together with the FDPL, in addition to comparable knowledge safety necessities in different jurisdictions.


Upon the incidence of an exercise (together with any bodily or digital occasions) by a person or an entity that doesn’t adjust to the provisions of the Advertising and marketing Regulation, VARA retains the discretion to: (i) concern a ‘stop and desist’ notification in relation to the non-compliant exercise; and (ii) name for the suspension of the related exercise.

The Advertising and marketing Regulation gives that if VARA requires an ‘occasion’ to be suspended or cancelled, the person or entity chargeable for selling, organising or internet hosting such occasion, should instantly publish an announcement to the general public clearly stating that non-compliance with the Advertising and marketing Regulation was the rationale for the related suspension or cancellation.

Failure to adjust to the Advertising and marketing Regulation or the related remedial actions required by VARA can lead to consequential penalties or fines, the complete particulars of that are set out within the Penalties Regulation. Penalties for non-compliance embody, amongst others: (i) fines of between AED 50,000 for minor offences, as much as AED 500,000 for repeat violations; (ii) the revocation of any VARA-issued licences and approvals; (iii) the revocation/suspension of any industrial commerce licences; and (iv) the fast suspension of all advertising and marketing actions in Dubai for as much as six months.

Concluding Remarks

The Advertising and marketing Regulation is the newest growth to the UAE’s rising Digital Belongings regulatory regime. It seeks to determine a sturdy and shopper centered method in the direction of Digital Asset associated promotional actions and in doing so, shield the UAE’s and particularly, Dubai’s fame as a progressive however conscientious regulator of Digital Asset actions. While a complete regulatory and licencing framework for Digital Belongings in Dubai is anticipated to be set out in future rules issued by VARA, nevertheless, with the graduation of the MVP section and the issuance of provisional Digital Belongings licences, the Advertising and marketing Regulation ought to present much-needed readability on the promotion actions for market individuals trying to interact in Dubai.

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