Sweepstakes content on the site must be registered as sweepstakes
The requirementstatement
The brand website must not host or promote sweepstakes, prize-draw or contest-entry content that the registration does not declare.
- 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
- Fix the websiteTERMINAL_WEBSITE
- The fix lives on your site. No amount of rewording the form clears it.
- Who requires itauthorities
- AWS
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
Prize promotions carry their own use case and their own disclosure obligations, and a brand running one under a marketing registration has skipped both. AWS rejects on the brand rather than the campaign, so a business whose messages never mention the giveaway is still refused for the page that hosts it.
How to fix itremediation
Register under the sweepstakes use case where the promotion is live, and publish the official rules alongside the entry page. Where the promotion is over, take the page down or mark it closed before resubmitting.
A compliant exampleexample
Use case: SWEEPSTAKE, with official rules published at https://acmecoffee.com/rules and linked from the entry page.
Notesnotes
Related to but distinct from MSG-206, which reads the campaign copy. This one fires on site evidence alone, which is the case a campaign-only screen cannot see.
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-133 is one of 93 website rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.