Print, QR and point-of-sale calls to action need a typeable policy URL
The requirementstatement
A printed, QR or point-of-sale call to action must show a spelled-out, typeable URL for the terms and the privacy policy.
- 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
- printed CTA artifact or POS screen
- Where it liveslayer
- Policy pagesPOLICY_PAGE
- How Ekas settles itdetectability
- AI · visionVISION
- Needs the pixels: a screenshot of the opt-in surface, a scanned paper form, an MMS attachment.
- What the fix involvesfailureClass
- Produce a documentTERMINAL_ARTIFACT
- Needs a document that does not exist yet, such as a verbal script, a paper consent form, or QR landing copy. Ekas drafts it.
- Who requires itauthorities
- CTIAPostscriptAerialink
- When it appliesapplicabilityText
- Applies when consent was collected by paper form, QR code and point of sale.
Why this rule existsrationale
A hyperlink does not exist on paper. The consumer standing at a counter or holding a flyer can only type what they can read, so a URL rendered as "click here", hidden behind a QR code, or shortened past recognition leaves them with no way to reach the terms at all — and the reviewer with nothing to follow either.
How to fix itremediation
Print both addresses in full and legibly beside the call to action, short enough to type. Done when someone reading the printed piece can type the policy address without a phone.
A compliant exampleexample
Terms: acmecoffee.com/sms-terms · Privacy: acmecoffee.com/privacy
Common mistakespitfalls
- Aerialink accepts the inline non-sharing statement printed instead of the privacy URL, but only that specific substitution — the terms address is still required.
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/DCA | 805 | Yes |
Notesnotes
VISION because it is a question about the artifact as printed: whether the address is legible and typeable cannot be answered from a text transcript of it.
Rules you will hit next
Other policy pages rules at the same severity. A registration is judged as a whole, not rule by rule.
POL-001A privacy policy URL is required on the campaignBlockingBLOCKINGPOL-002A terms and conditions URL is required on the campaignBlockingBLOCKINGPOL-003An uploaded policy document must fit the provider file constraintsBlockingBLOCKINGPOL-005The terms and conditions attestation must be setBlockingBLOCKINGPOL-010Both policy URLs must resolve and return content anonymouslyBlockingBLOCKINGPOL-015The policy host must serve a valid certificate of its ownBlockingBLOCKING
POL-043 is one of 157 policy pages rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.