Promotional content anywhere requires MARKETING to be declared

The requirementstatement

Where any campaign text describes promotional or marketing content, MARKETING must be a declared use case or sub-use case.

Severityseverity: BlockingBLOCKINGBreaking this rule gets the submission rejected. There is no partial credit.
When it bitesphase: Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
What is checkedobject: campaign.description + message_flow + sample[] ↔ campaign.usecase
Where it liveslayer: CampaignCAMPAIGN
How Ekas settles itdetectability: AI · formAI_FORM; A semantic question about what you wrote: whether a description matches a use case, whether a name looks like a filed entity. Judged by a model against written criteria.
What the fix involvesfailureClass: Fix the fieldRETRY_FIELD; A better value in the form fixes it. Ekas can rewrite it and re-check.
Who requires itauthorities: BandwidthInfobipTelnyx
When it appliesapplicabilityText: Applies to every 10DLC registration.

Why this rule existsrationale

The use case sets the consent standard the campaign is held to, and promotional content needs express written consent where transactional content does not — so an undeclared marketing programme is being judged against a standard that does not apply to it. Businesses reach this by classifying on intent rather than content: a shipping notification carrying a discount code is filed as a delivery notification because that is what it is for, and it is promotional the moment the code is in it.

How to fix itremediation

Either declare MARKETING (or MIXED with a marketing sub-use case) and collect promotional-grade consent for everyone on the list, or take the promotional content out of every field until nothing offers, discounts or advertises. Done when the declared use case and the content agree in both directions.

A compliant exampleexample

Samples mention "20% off all espresso blends this weekend" → use case MARKETING, not DELIVERY_NOTIFICATION.

Common mistakespitfalls

Declaring MARKETING is the cheaper half of the fix; the expensive half is that every number on the list now needs express written consent, and re-labelling the campaign does not re-collect it.
One promotional sentence inside an otherwise transactional message makes the whole message promotional. The reviewer grades the message, not the ratio.

Provider rejection codescodes

The code you get back when this rule is what failed, and whether that provider lets you resubmit.

Provider	Code	Resubmit
Bandwidth	3200	Yes
Bandwidth	2200	Yes
Bandwidth	8200	Yes

Notesnotes

One rule for four catalog rows because the assertion and the fix are identical wherever the promotional language turns up — description (CMP-040), CTA (CMP-071), samples (MSG-150) and the published privacy policy (POL-077). The providers issue a different reject code per field, which is why the catalog keeps them apart; a submitter fixing one has to fix all of them, so splitting the rule would report one defect four times.

Rules you will hit next

Other campaign rules at the same severity. A registration is judged as a whole, not rule by rule.

CMP-003Message flow must not begin or end with whitespaceBlockingBLOCKING CMP-017Every mandatory campaign attribute must be explicitly setBlockingBLOCKING CMP-024Registration fields must be written in EnglishBlockingBLOCKING CMP-028Opt-in evidence must be a JPG, PNG or PDF under 500 KBBlockingBLOCKING CMP-035The description must describe this programme, not messaging in generalBlockingBLOCKING CMP-037The description must name the business that sends the messagesBlockingBLOCKING

All campaign rules

CMP-040 is one of 94 campaign rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.