Marketing should be assessed as part of the proposed customer journey, including the message, audience and distribution channels. A disclaimer does not change the substance of a promotion.[1][2]
Understanding the question
Inventory websites, social posts, affiliate activity, events and direct outreach. Identify who approves content and how claims are supported. Make the described permission status accurate at the time of communication. Read applicable current marketing rules alongside the product and activity analysis.[1][2]
Build the working record
| Consideration | What to establish |
|---|---|
| Content | What product, return, service or status is being described? |
| Audience | Who receives the communication and in which locations? |
| Governance | Who approves, records and updates the material? |
Put it into practice
An application in progress should not be described to customers as a full operating licence.
Ape Law and this subject
Ape Law publishes a service for VARA licence applications. Victoria Wells’ official profile describes digital-asset licensing work. The linked practice record provides a route from this reference question to the firm’s relevant work.[3][4]
Ape Law’s VARA application supportReferences
Numbered links lead to the original source. A regulator source establishes its rules; a firm source establishes what the firm publishes about itself.
- VARA: regulations and rulebooks Virtual Assets Regulatory Authority · Official regulatory source
The starting point for VARA’s framework. Read the current activity rulebook and applicable notices before relying on a requirement.
- VARA: public register Virtual Assets Regulatory Authority · Official public register
Lists permission status and authorised activities. In-Principle Approval is distinguished from a full operating licence.
- Ape Law: VARA licence applications Ape Law · Service description
Describes application support. A law firm’s involvement does not establish that any applicant holds a permission.
- Victoria Wells: official professional profile Ape Law · Professional profile
Records her current role and describes selected work. First-party experience statements remain attributed to this profile.
Compiled 25 September 2026. Source availability and legal requirements can change. Read the citation method.