# CON-160 — A marketing programme must say "marketing" everywhere it describes itself

> 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.

- **Rule ID:** CON-160
- **Layer:** Consent flow (`CONSENT_FLOW`)
- **Checks:** `consent disclosure text; campaign.message_flow; campaign.description`
- **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:** AI judgement over the crawled website or policy page
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** Telnyx, CTIA
- **Applies:** Applies when the use case is MARKETING, MIXED, SWEEPSTAKE and LOW_VOLUME.
- **Canonical URL:** https://ekas.io/rules/10dlc/consent-flow/con-160/

## Why this rule exists

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.

## How to fix it

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 of a compliant value

```text
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…"
```

## Common mistakes

- 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.