No advertising that ridicules a protected group or trivialises an atrocity
The requirementstatement
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.
- Severityseverity
- HighHIGHRejected by at least one carrier or provider, and a common cause of failure at the rest.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- crawled website content
- Where it liveslayer
- WebsiteWEBSITE
- How Ekas settles itdetectability
- AI · formAI_FORM
- A semantic question about what you wrote: whether a description matches a use case, whether a name looks like a filed entity. Judged by a model against written criteria.
- What the fix involvesfailureClass
- Fix the websiteTERMINAL_WEBSITE
- The fix lives on your site. No amount of rewording the form clears it.
- Who requires itauthorities
- AT&T
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
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.
A compliant exampleexample
Replace a campaign page joking about an ethnicity with the same offer stated plainly: "Acme Coffee — 20% off all espresso blends this weekend."
Notesnotes
Severity divergence inside the single source: AT&T Schedule 1 grades the discrimination clause HIGH and the atrocity-trivialisation clause MEDIUM. Strictest kept.
Rules you will hit next
6 other rules read crawled website content. Fixing one field to satisfy a single rule is how a resubmission trades one rejection for another, so read these before you change anything.
WEB-122No adult content on the site or any page it links toBlockingBLOCKINGWEB-123No hate-group brandBlockingBLOCKINGWEB-126No firearms, ammunition or explosives sales on the siteBlockingBLOCKINGWEB-127No tobacco or vape product content on the siteBlockingBLOCKINGWEB-128No cannabis, CBD, hemp or kratom content anywhere on the siteBlockingBLOCKINGWEB-129No gambling content on the siteBlockingBLOCKING
WEB-124 is one of 93 website rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.