Case Study
NeosLegal Advises on VARA-Compliant Marketing at a Major UAE Blockchain Event
TL;DR:
NeosLegal supported the major crypto event by developing and executing the event’s regulatory compliance strategy aligned with VARA’s marketing regulations. Through structured controls over promotional content, disclaimers, attendee engagement, and incentives, we enabled crypto companies to participate lawfully within the in-person event exemption. This approach helped the organizers mitigate regulatory risk while preserving commercial and reputational value.
Client Objectives
NeosLegal partnered with the organizers of the major crypto event to ensure the event’s marketing environment complied with the Virtual Asset Regulatory Authority’s (VARA) marketing regulations. With over 10,000 attendees, 180 exhibitors, and 200 speakers from across 120 countries, the event presented a high-profile platform for virtual asset firms. However, many of these firms were not UAE licensed Virtual Asset Service Providers (VASPs), and their participation posed regulatory risks under VARA’s marketing regime.
NeosLegal’s role was to design and implement a compliance strategy that allowed these firms to participate within the narrow exemption available for in-person events, while mitigating exposure to enforcement.
UAE Regulatory Context
VARA prohibits unlicensed entities from marketing virtual asset activities within or into the UAE. However, it provides a limited exemption that permits such marketing at physical events, provided strict conditions are met.
NeosLegal identified early that the event’s scale, media attention, and diverse exhibitor base significantly increased the risk of unintended breaches. Without a clear legal structure, the organizers faced potential regulatory scrutiny, and exhibitors risked violating local marketing laws through language, materials, or onboarding practices.
NeosLegal’s Solution
NeosLegal led the compliance effort across all phases of the event, translating legal requirements into actionable controls for organizers and exhibitors.
1. Regulatory Framework Design
We conducted a full legal analysis of the event structure and confirmed eligibility under VARA’s event-specific exemption. Based on this, we developed a compliance blueprint that informed all downstream actions.
2. Promotional Content Review and Refinement
NeosLegal reviewed exhibitor materials and presentations to identify language that could be viewed as direct or indirect calls to purchase. Where issues were identified, we:
- Advised exhibitors to reword focusing on product awareness rather than transactional prompts
- Delivered language guidance for both written and verbal promotions
- Ensured messaging aligned with VARA’s consumer protection objectives
3. Disclaimer Strategy and Implementation
We advised all exhibitors to implement clear and compliant disclaimers. These were consistently applied across:
- Booth materials and signage
- Printed brochures and one-pagers
- Digital screens and slideshows
Each disclaimer was designed to state the exhibitor’s unlicensed status and to provide a neutral explanation of virtual assets, in line with VARA’s disclosure requirements.
4. Onboarding and Lead Capture Controls
NeosLegal advised exhibitors on how to engage attendees without breaching the prohibition on onboarding UAE residents. This included:
- Avoiding wallet creation or account registration on-site
- Implementing simple screening questions or geo-filters
- Deferring onboarding processes to post-event follow-ups
5. Incentive Strategy Review
Where exhibitors planned high-value giveaways or token-based rewards, we recommended lower-risk alternatives. Branded merchandise and informational materials were encouraged, while electronics and monetary incentives were discouraged to avoid potential regulatory sanctions.
Results and Outcomes
NeosLegal’s work enabled the major crypto event to proceed without incident or enforcement action. Organizers maintained full control of the regulatory narrative while exhibitors confidently marketed within a clear, legally vetted framework.
Key outcomes included:
- Full adherence to VARA’s physical event exemption
- Zero regulatory interventions during or after the event
- Stronger exhibitor confidence due to legal clarity
- A scalable model for future events in regulated markets
Why This Matters
NeosLegal’s approach shows how legal strategy can actively enable engagement in complex regulatory environments. Rather than constraining exhibitors, the framework we implemented allowed them to market responsibly and with confidence.
Three strategic insights emerged from this engagement:
1
Compliance enables participation:
Clear legal guidance gave unlicensed firms the confidence to engage within the UAE market.
2
Messaging is regulatory infrastructure:
Rewriting just a few lines of marketing copy can be the difference between alignment and violation.
3
Operational detail matters:
Compliance in practice means knowing how giveaways, disclaimers, and onboarding flow together on the ground.
Speak with our legal team about your project.
We’ll review your objectives and provide a clear plan with scope, timelines and next steps.
Clients & Partners
Feedback & Endorsements
Juliet Su
Founding Partner
NewTribe Capital
“This partnership is about making sure founders aren’t left in the dark when it comes to legal questions. With NeosLegal’s support, we can offer more than funding. We can offer confidence.”
Alex Scott
Superteam UAE, Solana
“Having NeosLegal by our side means our founders building exciting Web3 projects with confidence and a solid legal foundation. We’re grateful for NeosLegal’s expertise, professionalism and commitment to helping the ecosystem grow.”
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