# WEB-124 — No advertising that ridicules a protected group or trivialises an atrocity

> The brand website must not host or promote advertising that misrepresents or ridicules people by age, colour, national origin, race, religion, sex, sexual orientation or disability, or that trivialises a historic atrocity.

- **Rule ID:** WEB-124
- **Layer:** Website (`WEBSITE`)
- **Checks:** `crawled website content`
- **Severity:** HIGH — Rejected by at least one carrier or provider, and a common cause of failure at the rest.
- **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 website — no form edit clears it
- **Required by:** AT&T
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/website/web-124/

## Why this rule exists

AT&T bars this in its own schedule, separately from hate-group content, because the harm is done by ordinary marketing rather than by an extremist organisation — an edgy campaign, a joke about a disability, a genocide used as a punchline in a sale. Businesses get here through a copywriter reaching for shock rather than through anything anyone would call a policy, which is why the fix is usually one page.

## How to fix it

Remove or rewrite the offending copy and imagery, then re-crawl before resubmitting. Done when nothing on the site sells a product by reference to who somebody is.

## Example of a compliant value

```text
Replace a campaign page joking about an ethnicity with the same offer stated plainly: "Acme Coffee — 20% off all espresso blends this weekend."
```

## Notes

Severity divergence inside the single source: AT&T Schedule 1 grades the discrimination clause HIGH and the atrocity-trivialisation clause MEDIUM. Strictest kept.