Non-fungible tokens (NFTs) have captured investor attention as an emerging asset class, with the value of the relevant market estimated at US$10.7bn (third quarter of 2021). Although there is nothing new about their underlying technology (blockchain), what is novel is its use by artists, athletes, and public figures to commercialise their creative work, and to monetise their brand name. We explore three of the plethora of legal issues that NFTs throw up: (i) the nature of NFT holders’ rights; (ii) whether NFTs can qualify as “securities”; and (iii) the extent to which they are covered by crypto-asset-specific regulation in select jurisdictions.