# BRD-271 — Brand content must be submitted in English

> Every brand text field must be submitted in English; non-English submissions are rejected as untranslatable.

- **Rule ID:** BRD-271
- **Layer:** Brand (`BRAND`)
- **Checks:** `all brand text fields`
- **Severity:** HIGH — Rejected by at least one carrier or provider, and a common cause of failure at the rest.
- **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:** Bandwidth, Infobip
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/brand/brd-271/

## Why this rule exists

Reviewers work in English and the registry offers no translation step, so a record in another script is not read strictly — it is returned. Businesses that trade bilingually submit their own language honestly, and the rejection reason ("untranslatable") gives no hint that the fix is to transliterate rather than to correct anything. The messages themselves may be in any language; it is only the registration that has to be readable.

## How to fix it

Re-enter the named fields in English, transliterating the legal name into the Latin alphabet exactly as it appears on the English-language registration document. Done when every brand field is in Latin script and a reviewer with no other language can read the record.

## Example of a compliant value

```text
company_name: Acme Coffee Co, LLC · city: San Francisco — Latin script throughout, whatever language the messages themselves use
```

## Common mistakes

- Accented Latin characters are fine — José, Zürich, Ñ. It is a change of script, not of alphabet, that stops the record being readable.

## Notes

Only the script half is mechanical, and that is all this check claims: it reports Cyrillic, Greek, Hebrew, Arabic, Devanagari, Thai, CJK and Hangul in a brand field. Whether Latin-script text is actually English — French, Spanish, German — is a judgement no predicate can make, and the rule deliberately does not pretend to. Emoji are BRD-269 and are excluded here so one defect is not reported twice.