The VARA Marketing Regulations 2024 are Dubai’s current regulator-issued rules for marketing virtual assets and virtual asset activities in or targeting the UAE. The official title is Regulations on the Marketing of Virtual Assets and Related Activities 2024. VARA’s rulebook page states that the regulations are effective from 1 October 2024, while the official PDF is dated 31 August 2024. The framework replaces VARA’s 2022 marketing administrative orders and sits alongside the wider Virtual Assets and Related Activities Regulations 2023.
VARA is the Dubai Virtual Assets Regulatory Authority. The regulator describes its jurisdiction as covering virtual assets and virtual asset activities across Dubai, including free zones and special development zones, but excluding the Dubai International Financial Centre. For these marketing rules, however, VARA’s text uses a broad trigger: marketing of, or relating to, virtual assets or VA activities “in or targeting the UAE,” including by domestic and foreign entities, whether or not licensed by VARA.
Scope of the VARA Marketing Regulations
The regulations define marketing broadly as any advertisement, invitation, inducement, solicitation, offer or promotion. The examples are media-neutral and include promotional communications, sponsored material, social media posts, blogs, endorsements, videos, podcasts, live streams, banners, events, publicity-driving content, branding, merchandise, airdrops and some educational content. This broad definition means the profile is not limited to conventional advertisements.
Key provisions for virtual asset marketing
Marketing standards and disclosures
All covered marketing must comply with applicable UAE and Emirate rules, relevant permissions and any VARA conditions. The text states that marketing must be fair, clear and not misleading, and identifiable as promotional. It also addresses risk presentation: covered content should not contradict statements that virtual assets may lose value, may be highly volatile, may not always be transferable or liquid, may involve irreversible transfers and may not benefit from financial protection. The rules restrict messaging that implies safety, low risk, guaranteed returns, easy decisions, past-performance certainty or urgency based on fear of missing out.
Licensed VASPs, agencies and records
Marketing of a VA activity in or targeting the UAE must be carried out by a VARA-licensed VASP for that activity, or on behalf of and approved by such a VASP. Marketing of anonymity-enhanced cryptocurrencies, and of VA activities involving them, is prohibited in the Emirate. Entities that use third-party agencies remain responsible for marketing conducted on their behalf, while the third party must take commercially reasonable steps, obtain approval from the instructing entity and may be liable for its own breach. Covered entities must retain marketing and distribution records for at least eight years.
Platforms, app stores and events
The regulations also address platforms and channels that facilitate marketing, including broadcasters, publishers, search engines, social media and internet platforms. Those entities are directed to take commercially reasonable steps to support compliance and keep due-diligence records for eight years. App stores and comparable platforms must ensure that searchable or downloadable apps in the Emirate that facilitate VA activity are owned or controlled by a VARA-licensed VASP, or otherwise approved by VARA, and use technology such as geo-blocking or location filtering where necessary.
For physical events in Dubai, non-VARA-licensed entities may rely on a limited event-marketing exemption only within stated boundaries. The text says they must not carry out VA activity in the Emirate without the appropriate licence, must not onboard UAE residents at the event, must include a prominent disclaimer that they are not licensed or regulated by VARA and must limit the content of the marketing. Event organisers and venues have separate duties, including attendee qualification, attendee-list maintenance, exhibitor undertakings and possible suspension or cancellation if notified by VARA.
Status, guidance and enforcement
As of 3 June 2026, the Marketing Regulations appear to be in force with no official replacement identified in VARA’s rulebook. VARA’s accompanying guidance is described as indicative, explanatory and non-binding, and not a substitute for the regulations or independent legal advice. Schedule 1 gives VARA discretion to impose fines, with many listed violations carrying potential fines of up to AED 10 million per violation, repeat violations within one year doubling the applicable amount, and unpaid fines accruing further monthly amounts. This profile is a reference summary only and does not provide legal advice.