Dubai’s Virtual Assets Regulatory Authority (VARA) now mandates marketing rules that prioritise consumer safety and full transparency. Only licensed crypto firms can promote to UAE audiences, including through foreign influencers. The new regulations restrict risky tokens, flashy promises, and unclear disclosures. Firms must archive all campaign material and influencer contracts for 8 years. With heavy penalties and audit requirements, Dubai is transforming how crypto brands interact with the public.
A Global Crypto Capital in the Making
When Dubai first entered the crypto race, it wasn’t the first to set up a regulatory framework but it quickly became the most deliberate.
In 2022, the city-state launched VARA, the world’s first standalone crypto regulator. But unlike jurisdictions that handed out licenses freely, Dubai decided to build a foundation rooted in discipline, compliance, and clarity.
Fast forward to 2024, and the emirate has shifted its focus from just issuing licenses to controlling how virtual assets are marketed. It’s a sign that Dubai no longer wants to be a crypto launchpad, it wants to be the benchmark. And that’s where the new regulations come in.
Not Just About Ads: Why VARA’s Rules Go Deeper
The typical crypto promotion we’re all used to fast gains, bold language, coin drops is now under scrutiny in Dubai.
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