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. |
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It is intended to more clearly show the DeFi community & role of the protocol. |
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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 |