{
  "id": "POL-096",
  "slug": "pol-096",
  "title": "The policy must state who the business is",
  "statement": "The privacy policy must identify the business: legal name, any DBA, postal address, email address and phone number.",
  "rationale": "The identity block is the mechanism by which a vetter binds a policy to a brand record — without it, the document could belong to anyone, and a reviewer comparing it against the registration has nothing to compare. It is also what a consumer needs in order to exercise any of the rights the rest of the document grants them: a policy that promises deletion and names nobody to ask is not a promise.",
  "layer": "POLICY_PAGE",
  "layerSlug": "policy-page",
  "object": "privacy policy identity block",
  "severity": "BLOCKING",
  "detectability": [
    "CRAWL"
  ],
  "failureClass": "TERMINAL_POLICY",
  "artifact": "privacy_policy",
  "authorities": [
    "GDPR",
    "Twilio",
    "TCR"
  ],
  "codes": [
    {
      "provider": "Bandwidth/DCA",
      "code": "807",
      "remediable": true
    }
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Add a \"Who we are\" block carrying the registered legal name, the trading name, the postal address, a privacy email and a phone number, and make those values the same as the brand record. Done when a reader can identify and contact the business without leaving the document.",
  "example": "Acme Coffee Co, LLC, trading as Acme Coffee · 1240 Mission St, Suite 400, San Francisco, CA 94103 · support@acmecoffee.com · 415-555-0134",
  "pitfalls": [
    "A contact form link is not a contact route for this purpose — the address and at least one direct channel have to be in the text, because the reviewer is matching strings against the brand record."
  ],
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/policy-page/pol-096/",
  "markdown": "https://ekas.io/rules/10dlc/policy-page/pol-096.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}