{
  "id": "BRD-177",
  "slug": "brd-177",
  "title": "A duplicate on any identity field blocks the submission",
  "statement": "A brand submission is blocked where it matches an existing brand on legal name, registration number, mobile number, representative phone, email, website or stock symbol.",
  "rationale": "Duplicate detection runs across seven fields at once and reports the first collision it finds, so a registration can be refused for a field nobody thought was an identifier — a shared support email, a website reused across locations. It fires before the per-field rules, which is why the message is generic and the cause is usually not the field the team was looking at.",
  "layer": "BRAND",
  "layerSlug": "brand",
  "object": "the seven-field duplicate key",
  "severity": "BLOCKING",
  "detectability": [
    "EXTERNAL_DATA"
  ],
  "failureClass": "TERMINAL_EXTERNAL",
  "authorities": [
    "Twilio",
    "TCR"
  ],
  "codes": [
    {
      "provider": "Twilio",
      "code": "30703",
      "remediable": true
    }
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Before resubmitting, check all seven fields against any other brand your organisation has registered: legal name, registration number, mobile number, representative phone, contact email, website and stock symbol. Change the one that genuinely belongs to the other brand rather than varying a value to get past the check.",
  "notes": "The consolidated duplicate key; the per-field rules (BRD-011, BRD-050, BRD-107, BRD-135) remain separate because each has its own limit semantics — some allow reuse up to a count, this one allows none. The collision is against the whole registry. What the user has to do is enumerate their own brands first, since a collision with their own earlier registration is far more likely than one with a stranger.",
  "phase": "approval",
  "automated": false,
  "attestation": {
    "question": "Have you checked all seven duplicate-key fields against every other brand your organisation has registered?",
    "howToCheck": [
      "Enumerate your own brands first — a collision with your own earlier registration is far more likely than one with a stranger.",
      "Compare each of the seven: legal name, registration number, mobile number, representative phone, contact email, website, stock symbol.",
      "Change the value that genuinely belongs to the other brand. Do not vary a value to get past the check."
    ],
    "failureLooksLike": "The refusal is generic and fires before the per-field rules, so it names no field. The cause is usually a shared support mailbox or a website reused across locations — something nobody thought was an identifier."
  },
  "url": "https://ekas.io/rules/10dlc/brand/brd-177/",
  "markdown": "https://ekas.io/rules/10dlc/brand/brd-177.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}