No tobacco or vape product content on the site
The requirementstatement
The brand website must not host or promote tobacco, vape, e-cigarette or nicotine product content.
- 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
- crawled website content
- Where it liveslayer
- WebsiteWEBSITE
- How Ekas settles itdetectability
- AI · crawlCRAWL
- Needs your live site or policy page fetched and read. Ekas crawls it the way a reviewer would.
- What the fix involvesfailureClass
- Hard stopHARD_STOP
- Not remediable. Resubmitting will not help, and anyone offering to fix it is selling you a rejection.
- Who requires itauthorities
- TwilioTelnyxBandwidthT-Mobile
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
Nicotine marketing reaching a phone is the specific harm the age-gating regime exists to prevent, and carriers found that gates on retail sites do not survive contact with a link in a text message. Operators in this trade are usually compliant with every rule their own regulator imposes, which is why the refusal lands as a surprise: the sector's own age verification is not the standard being applied.
How to fix itremediation
This category cannot be registered under the strict reading. Where a general retailer carries a small nicotine range, expect the brand to be judged on that range rather than on the rest of the catalog.
Provider rejection codescodes
The code you get back when this rule is what failed, and whether that provider lets you resubmit.
| Provider | Code | Resubmit |
|---|---|---|
| Twiliogen2 | 30958 | No |
Notesnotes
Age-gateable under T-Mobile §5.7 and banned outright by Twilio, so this is a real divergence between destinations. Strictest kept, per the superset model. The message-side twin is MSG-SHAFT-TOBACCO.
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-128No cannabis, CBD, hemp or kratom content anywhere on the siteBlockingBLOCKINGWEB-129No gambling content on the siteBlockingBLOCKINGWEB-130No high-risk financial services on the siteBlockingBLOCKING
WEB-127 is one of 93 website rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.