# BRD-269 — No emoji in any brand field

> No brand field may contain an emoji or pictograph.

- **Rule ID:** BRD-269
- **Layer:** Brand (`BRAND`)
- **Checks:** `all brand text fields`
- **Severity:** BLOCKING — Breaking this rule gets the submission rejected outright.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** Deterministic (settled in code from the submitted values)
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** Telnyx, TCR, Twilio
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/brand/brd-269/

## Why this rule exists

Brand fields are matched against tax and registry records, which hold plain text — an emoji guarantees the match fails, and several providers reject the payload outright. It arrives through display names copied from a social profile, where the emoji is part of how the brand presents itself.

## How to fix it

Remove the emoji from the named field. Keep it in your social profiles and your message content where it is fine — it is only the registry fields that must be plain. Done when every brand field is plain business text.

## Example of a compliant value

```text
display_name: Acme Coffee — not "Acme Coffee ☕"
```