{
  "id": "CON-160",
  "slug": "con-160",
  "title": "A marketing programme must say \"marketing\" everywhere it describes itself",
  "statement": "For a marketing campaign, the call to action, the message flow and the campaign description must each state that the messages are marketing or promotional.",
  "rationale": "Reviewers compare the three, and a campaign registered as MARKETING whose consent language only mentions \"updates\" is either mislabelled or collecting consent too narrow for what it will send. Both readings get rejected, and the second is the one that actually happens: the CTA was written for a service programme and the marketing was added later.",
  "layer": "CONSENT_FLOW",
  "layerSlug": "consent-flow",
  "object": "consent disclosure text; campaign.message_flow; campaign.description",
  "severity": "BLOCKING",
  "detectability": [
    "CRAWL"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "Telnyx",
    "CTIA"
  ],
  "applicability": {
    "useCases": [
      "MARKETING",
      "MIXED",
      "SWEEPSTAKE",
      "LOW_VOLUME"
    ]
  },
  "applicabilityText": "Applies when the use case is MARKETING, MIXED, SWEEPSTAKE and LOW_VOLUME.",
  "universal": false,
  "remediation": "Put the word marketing or promotional into all three: the consent sentence on the surface, the message flow, and the campaign description. Fix the CTA first — the other two are fields you control, and a flow claiming marketing consent that the live page does not collect is the worse defect. Done when all three agree.",
  "example": "CTA: \"…recurring automated marketing text messages from Acme Coffee.\" · Flow: \"Customers opt in to marketing texts at checkout.\" · Description: \"Acme Coffee sends weekly promotional offers…\"",
  "pitfalls": [
    "Adding the word to the two form fields and not to the live page is the version that fails hardest, because the mismatch now proves the consent is narrower than the registration."
  ],
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/consent-flow/con-160/",
  "markdown": "https://ekas.io/rules/10dlc/consent-flow/con-160.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}