The approach in Swedish is to "support venous return"--that is, to stroke in the direction of venous blood flow, toward the heart, in the limbs (arms and legs). This is not because it will "damage the veins" but because it can improve circulation and usually feels more comfortable. 
It won't damage their veins.
Effleurage is a very light stroke, and so effleurage on the limbs generally runs in both directions. Firmer strokes are usually done in the direction of venous blood flow. 

As far as varicosities, if they're significant, they are a local contraindication and you should work proximal to the varicosity. 

An important rule of Swedish massage is that most movements or strokes are directed toward the heart (centripetal). Many massage techniques are intended to enhance venous blood and lymph flow and are directed toward the heart and eliminative organs. Only very light strokes that have little mechanical effect on fluid flow should be directed away from the heart. When a massage movement is directed away from the heart, it's called centrifugal.

Massage movements should be directed upward along the limbs and lower parts of the body and downward from the head.

(Theory & Practice of Therapeutic Massage by Mark F. Beck)

The goal is to not put undue pressure on vein valves by directing strokes against the normal flow of venous circulation.

Yes, of course, i guess the massage direction during a thrapy should be towards the heart as it will alow the right flow of blood in our veins, as doing it in the opposit direction could make it more resistive for blood to flow.

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