{
  "id": "WEB-137",
  "slug": "web-137",
  "title": "No deceptive marketing claims on the site",
  "statement": "The brand website must not host or promote unsubstantiated health or product claims, fabricated urgency, unverifiable guarantees, unauthenticatable testimonials or false endorsements.",
  "rationale": "CTIA folds the FTC truth-in-advertising rules into the messaging framework, so the site is read against them and a claim that would draw an FTC letter draws a carrier rejection first. Almost every business trips this through ordinary conversion copywriting — a countdown that resets, a \"doctor recommended\" with no doctor, a testimonial with initials instead of a name — none of which was written to deceive anyone.",
  "layer": "WEBSITE",
  "layerSlug": "website",
  "object": "crawled website content",
  "severity": "BLOCKING",
  "detectability": [
    "CRAWL"
  ],
  "failureClass": "TERMINAL_WEBSITE",
  "authorities": [
    "Twilio",
    "Bandwidth",
    "AT&T",
    "CTIA",
    "FTC"
  ],
  "codes": [
    {
      "provider": "Twilio",
      "code": "30962",
      "remediable": true,
      "generation": "gen2"
    }
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Qualify or remove each claim: name the source for a health or performance claim, make the deadline on any urgency real, and attribute testimonials to identifiable people. Done when every claim on the page could be defended with something you hold.",
  "example": "\"In a 2025 survey of 400 Acme Coffee subscribers, 82% said they brewed more often at home\" — rather than \"everyone brews better with Acme\".",
  "notes": "Distinct from WEB-024, which asks whether the site is real at all. A completely genuine business fails this rule on its marketing copy.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/website/web-137/",
  "markdown": "https://ekas.io/rules/10dlc/website/web-137.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}