As legal/reg requirements are evolving and uncertain - these are recommended guidelines that will be adjusted as requirements are more clear and Balancer Foundation structuring and policies develop.
It is intended to more clearly show the DeFi community & role of the protocol.
Do	Don't
Position Balancer/Balancer Foundation more clearly as a tech/defi company	Position as a regulated financial services company by using traditional terms that can confuse the user/audience. Virtual Asset Service Providers (VASPs) are also regulated entities.
Lead with "protocol" more explicitly - not UI- See others for examples. https://aave.com/ https://uniswap.org/	Lead with UI - Balancer/Balancer Foundation providing trading - financial services that seem like traditional services offered by brokers/banks etc. & can confuse traders etc.
Lead more prominently with "decentalized". Consider a page/link re: the "protocol" "community" "governance" etc. - so it is more clear Balancer Foundation is a conduit. Some examples --https://uniswap.org/ https://sushi.com/	Don't imply Balancer/Balancer Foundation is a financial services company earning revenues from trades and investments.
Focus on alignment. Assume regulators will google Balancer/look on Twitter etc. Consider heightened reg focus on public positioning and responses to reg inquiries. Align public positioning with Balancer Foundation reg permissions	Don't create confusion on Balancer/Balancer Foundation role. Don't imply Balancer/Balancer Foundation is trading securities, an exchange, a money transmitter, providing advice - keeping in mind securities, exchange and banking licenses needed to operate.
Consider adding tech positioning using terms like: tools, access to protocol & software so tech role is clear.https://uniswap.org/. Also consider explaining BF role is conduit. Trader/Liquidity provider makes decisions.	Consider retiring any terms that confuse functionality - UI is access to the protocol
Consider using "swap" or "pair" or "match" or "trade" with description of protocol role to avoid confusion or misunderstanding of BF role	Use "trade""invest" without mentioning positioning within the "protocol" & imply BF is providing something it is not. See uniswap.org and others for examples.
Consider leading with explaining who is target user -- traders, LP, not unexperienced/retail	Focus marketing on individuals without experience w/o warnings about risks, volitility etc.
Use disclosures to explain assumptions used for any projections. Clearly explain whether Balancer is actually paying "interest" "yield" o& which part of ecosystem/protocol has control	Don't connote guarantees or minimize risks
Provide information about the protocol to encourage use	Don't promote BAL or any tokens
Keep personal and business communications clearly separate	Confuse your personal opinion or non-BF work with BF
Provide information, guidance & advice about how to use the Balancer Protocol (use of software consulting)	Directly or indirectly provide trading or investment recommendations or advice related to tokens, digital assets or securities etc. (recommendations to secure investment returns)
Lead with use case - as infrastructure	Don't use investment promotion techniques - with words or images (emojis) re: money/stock charts; no mention APY, value or returns; no promotion of investment returns