The article explores the legal aspects of consumer protection in the context of virtual assets (VAs) in Ukraine. The rapid growth of cryptocurrencies and blockchain technologies highlights the need for legislation aligned with the positive experiences of the EU and the UK. Ukrainian legislation, particularly the «Law on Virtual Assets,» is still under development, making it essential to integrate international best practices, such as the EU’s Markets in Crypto-Assets Regulation, which ensures high consumer protection standards. Safeguarding consumer rights should be a cornerstone of the new legislation, as virtual asset users face risks such as fraud, financial pyramids, and gambling addiction. A key regulatory challenge is the need to clearly differentiate between crypto-assets functioning as financial instruments and those with characteristics akin to gambling. The study of international experience in the field of regulation of virtual assets, currently, almost ignores institutions for the protection of consumer rights, at the same time, when the market of virtual assets suffers the most from fraud, theft of assets, activities of illegal casinos, financial pyramids that harm market subjects and lead to multibillion dollar losses. The importance of highlighting the concept of protecting the rights of consumers of virtual assets in Ukraine is also connected with the negative experience in the regulation of three major banking crises that affected the entire population of Ukraine. Leveraging international experience will help protect consumers’ interests and foster the development of a stable and transparent cryptocurrency market in Ukraine. Particular attention in the article is devoted to distinguishing the mechanisms of state regulation of gambling and the study of this issue in the context of the regulation of investment offers to individuals from crypto market subjects. The existing draft laws and the general trend of development of the regulation of virtual assets in Ukraine, without proper strict regulation of consumer rights protection, may lead to financial crises and abuses in the markets, which will lead to negative consequences in the economy.
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