The registered brand name must appear in the privacy policy
The requirementstatement
The registered brand name or DBA must appear in the privacy policy the campaign links to.
- 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
- privacy policy body vs brand.displayName / brand.dba
- Where it liveslayer
- Policy pagesPOLICY_PAGE
- How Ekas settles itdetectability
- DeterministicDETERMINISTIC
- Settled in code from the values you submitted. No model involved, no judgement call, same answer every time.
- What the fix involvesfailureClass
- Fix the policyTERMINAL_POLICY
- The fix lives in your privacy policy or SMS terms. Ekas can generate the missing clauses.
- Who requires itauthorities
- AWSSinchTCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
A vetter matches the name on the registration against the name in the policy, and a mismatch is reported as a policy mismatch rather than as a naming question — so a business trading under a shorter name than it registered fails on two documents that are both correct. It is also what tells the consumer whose promise they are reading, which the campaign's samples cannot do for them.
How to fix itremediation
Put the registered brand name or DBA in the policy text — the identity block is the natural place — and register whichever name the document uses as the brand DBA. Done when the name on the campaign and the name in the policy are the same string.
A compliant exampleexample
The policy names "Acme Coffee", which is the registered DBA of Acme Coffee Co, LLC.
Notesnotes
Absorbs POL-100 (the policy names the company the consumer is consenting to hear from) and BRD-142 (the same entity-naming requirement across the policy and terms). POL-225 makes the stricter comparison across all three documents; this rule is the one-document form, so a brand whose terms page is missing still gets a specific finding here.
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-101 is one of 157 policy pages rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.