# MSG-081 — STOP confirmation must name the brand or programme

> The opt-out confirmation must contain the registered brand or programme name.

- **Rule ID:** MSG-081
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.optout_message`
- **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 submitted form
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** CTIA, TCR
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-081/

## Why this rule exists

A consumer who unsubscribes from several programmes needs to know which one just stopped. An anonymous confirmation leaves them unsure whether the right subscription ended, which produces a second opt-out attempt or a complaint.

## How to fix it

Start the opt-out confirmation with the brand or programme name, so a consumer unsubscribing from several programmes knows which one just ended.

## Example of a compliant value

```text
Acme Coffee Rewards: you have been unsubscribed and will receive no further messages.
```