# MSG-170 — No content promoting, glorifying or inciting violence

> Campaign content must not promote violence, threats or physical harm.

- **Rule ID:** MSG-170
- **Layer:** Message content (`MESSAGE_CONTENT`)
- **Checks:** `campaign.description + campaign.sample[] + campaign.message_flow`
- **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:** Hard stop — not remediable, resubmission will not help
- **Required by:** Twilio, T-Mobile, CTIA, Bandwidth
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/message-content/msg-170/

## Why this rule exists

T-Mobile treats depictions and endorsements of violence as illicit content in their own right, independent of whether any protected group is targeted — so a campaign can clear the hate-speech screen and still be refused here. The consumer-protection reason is blunt: SMS is a channel with no way to warn or filter before the words are on the screen, and the recipient did not choose to see them. Businesses hit this through marketing register rather than intent, with copy about destroying the competition or killing it at the gym read literally by a screen that has no sense of humour.

## How to fix it

Remove the violent framing and describe what the business actually does. Where the copy was figurative, the fix is to say the literal thing instead: "our fastest sale of the year" rather than "prices we are murdering". If violence is genuinely the subject — an entertainment title, a game — no source publishes a carve-out for promoting it by SMS.

## Provider rejection codes

| Provider | Code | Resubmission allowed |
| --- | --- | --- |
| Twilio (gen2) | `30954` | no |

## Notes

Twilio codes hate and violence to the same Gen-2 code, 30954, so a rejection under it does not tell you which of the two fired. The registry keeps them apart because the copy that causes each is different: MSG-SHAFT-HATE is content aimed at a group, this is content about harm.