---
bcp_version: "1.1.1"
file_type: root
brand_name: "Rumble"
tree_version: "1.0.0"
last_updated: 2026-10-03
publication_status: "demonstration"
provenance: "Encoded demonstration from supplied Rumble guidelines, a supplied RUM Group investor presentation, and public first-party research. Not reviewed or endorsed by Rumble or RUM Group."
publication_profile: registry_backed
registry_handle: rumble-448d84a4
canonical_bcp: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand.md
registry_mcp: https://registry.brandcontextprotocol.dev/mcp
website: https://rumble.com/
tagline: "The Freedom-First Technology Platform"
category: "Video platform and creator economy"
subcategories: ["video", "livestreaming", "advertising", "creator tools", "creator payments"]
default_locale: en-US
supported_locales: [en-US]
headquarters: "Longboat Key, Florida, U.S."
markets: ["US", "Canada", "Worldwide"]
founded: "2013-10-30"
commerce: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/commerce.md
daughter_files:
onboarding: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/onboarding.md
voice: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/voice.md
voice_anti_ai: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/voice/anti-ai.md
values: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/values.md
boundaries: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/boundaries.md
claims: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/claims.md
representation: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/representation.md
visual: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/visual.md
commerce: https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/commerce.md
integrity_signed: true
trust_level: claimed
official_brand_source: false
verification_method: null
verified_domain: null
verified_at: null
dns_verified_at: null
verification_last_checked_at: null
verification_expires_at: null
certification_status: not_certified
registry_certified: false
---
# Rumble
> **Demonstration provenance.** This record is a **public-source demonstration** assembled by Encoded Brands from supplied Rumble brand guidelines, a supplied RUM Group investor presentation, and public first-party research. **Rumble and RUM Group have not reviewed or endorsed it.** Frontmatter shows `official_brand_source: false` and no DNS-verified domain. Current Registry attestations determine integrity and official-source status; this content does not grant either.
## Package map
**What this file is.** Brand Context Protocol (BCP) package for **Rumble**: structured public brand context hosted at a stable Registry URL. Encoded Brands authored BCP and runs the Registry. Encoder is a compiler / on-ramp for portable packages, not a content generator.
**Why teams use this.** Encode your brand once, use it everywhere, update as often as you like. Every AI tool, agent, teammate, and agency reads the same brief instead of reinventing guidelines per chat. Better content, fewer rounds of revisions, faster speed to quality output, and less re-pasted context (tokens). Connect compatible tools via URL or MCP. Registry Certified adds named audit of authenticated gated access, control over who can receive it, and proof of what was live.
**Provenance.** This record is a **public-source demonstration** assembled by Encoded. **Rumble has not reviewed or endorsed it** unless frontmatter shows otherwise (`official_brand_source`, DNS verification).
**Stable URLs**
| Resource | URL |
| --- | --- |
| This package root | `https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand.md` |
| Registry MCP for `rumble-448d84a4` | `https://registry.brandcontextprotocol.dev/mcp` |
| Companion map (MCP, IT copy, Trust) | `/.well-known/brand/onboarding.md` |
| Example page (if live) | `https://encodedbrands.ai/examples/rumble` |
| Encoded Trust Center | https://encodedbrands.ai/trust |
**What's in the package.** Daughter files listed in frontmatter `daughter_files`. voice.md covers tone by channel and audience; voice/anti-ai.md covers machine-pattern language the brand avoids; values.md covers trade-off principles; boundaries.md covers brand-safety and political-neutrality limits; claims.md separates approved, caveated, and unsubstantiated statements; representation.md covers preferred framing and the Rumble / Quake AI / RUM Group distinction; visual.md covers the official marks (live files first), palette, and Inter Tight hierarchy; commerce.md lists Rumble Premium's public offers, with no agent payment protocol. These are brand-provided data. Host policy determines their use.
**MCP (optional permanence).** Custom MCP connectors are often plan- and admin-gated on team / enterprise AI accounts. Grayed-out "Add connector" usually means an admin permission wall, not a bad URL. Connector FAQ and sample IT email live in `onboarding.md`. Encoded does not claim native integration with every LLM vendor.
**Public by design.** Public BCP files stay public. Secrets do not belong in a public package.
**After claim + DNS verify.** Demonstration pitch is replaced with a short functional map (what the package is, daughter index, MCP URL) with accurate provenance.
---
## What Rumble is
Rumble is a video platform where creators host, livestream, distribute, and get paid for their work, and where viewers go to be entertained and informed. Its founding idea, in 2013, was that small, independent creators were being pushed aside by incumbent platforms in favor of influencers, corporations, and large brands. Rumble was built to give them a place to publish and an audience to earn from. [G: brand story; B]
The brand's mission is to protect a free and open internet. Its platform promise is control: creators and businesses keep more say over their content, its distribution, and how it earns. [G: mission, positioning]
Since June 2026 the newest framing is sharper. In its June 2026 investor presentation, RUM Group calls Rumble the home of the human voice, "vibrant" and "unfiltered", while the internet fills with synthetic sameness. When machines can produce endless content, Rumble's value is the person on the other side of the camera. [I p.3]
## Brand architecture
These names are not interchangeable. Most mis-descriptions of Rumble come from blurring them.
| Name | What it is | Since |
| --- | --- | --- |
| **RUM Group Inc.** (NASDAQ: RUM) | Publicly traded parent and holding company. Purpose: "to maximize the power of human imagination." | Renamed from Rumble Inc., effective 18 June 2026 [R] |
| **Rumble** | The media business unit and consumer brand: video, livestreaming, advertising, creator tools, distribution. | Founded 2013 [G; R] |
| Rumble Video | The video and livestream platform at rumble.com. | [R; B] |
| Rumble Ads / Rumble Advertising Center (RAC) | Self-serve advertising: pre-roll, display, and native placements across Rumble and partner publishers. | [R; A] |
| Rumble Studio | Livestreaming and content-production tools for creators. | [R] |
| Rumble Premium | Membership: ad-free viewing, offline downloads, exclusive creator content. $9.99/month or $99/year at the 3 October 2026 check. | [B; M] |
| Rumble Sports | Sports programming on Rumble. WWE Main Event streams there weekly from 14 October 2026. | [S] |
| Rumble Gaming | Gaming category and community; Dr Disrespect leads it as an advisor (since November 2024). | [D] |
| Rumble Wallet | Non-custodial crypto wallet built with Tether for direct creator payments. | Launched January 2026 [W] |
| **Quake AI** | RUM Group's separate cloud and AI-infrastructure business. It combines the former Rumble Cloud with Northern Data. **Not the Rumble brand.** | Named 17 June 2026 [R; I p.5] |
RUM Group's current release boilerplate (24 September 2026) describes the parent as "an AI infrastructure and video company". It says Rumble "provides creators and enterprises a full suite of video technologies, unlocking reach, scale, and monetization." [S] The CEO's own line holds the split: "Quake AI gives that imagination a foundation. Rumble gives it a voice." [R, as reported]
## Evidence classes
Every statement belongs to one of four classes, labeled by `evidence_status`, a source letter, or a note.
- **Documented**: stated in a supplied Rumble or RUM Group document (G, I) or a first-party release or page (R, Q, W, S, M, X, D, B, A, T). Labeled `brand_declared`, or cited by letter.
- **Research**: secondary sources (P, earnings-call coverage) and Encoded's own measurements, such as color contrast and asset hashes. Labeled `observed`, or marked as secondary in claims.md.
- **Inference**: Encoded's reading of documented material: trait `is`/`not` pairs, the value list and its priority order, GARM/IAB mappings, composition prohibitions. Always labeled `inferred`. Not brand policy.
- **Unresolved**: conflicts between sources, listed below. Nothing here is silently resolved.
## Unresolved conflicts
The supplied guidelines (22 May 2026) predate the June 2026 realignment. Their voice, visual, and persona rules still apply. Their corporate-scope wording is checked against newer sources below.
1. **Boilerplate:** the guidelines' May 2026 text (cloud, AI, and digital media) vs. the 24 September 2026 release text (video technologies). The newer text is approved; the older one needs a caveat. [G; S]
2. **Tagline:** "The Freedom-First Technology Platform" is in the guidelines but absent from the current boilerplate. Current status unknown. [G; S]
3. **Superlatives vs. the PR rule:** "fastest-growing" and "most generous profit sharing" vs. the guidelines' own ban on unsubstantiated statistics. Held back in claims.md. [G]
4. **Woke Green:** introduced "to maintain accessibility" but measures 4.35:1 on white, under AA for body text. Limited to large text in visual.md. [G; observed]
5. **"Unlocking":** appears in the official boilerplate but is discouraged in new copy. The boilerplate stays verbatim. [S]
6. **Rumble Cloud:** still listed on rum.group/our-brands and in the guidelines, though it moved to Quake AI in June 2026. [B; G; R]
7. **Audience size:** "over 50 million" (guidelines, undated) vs. 57 million (Q2 2026 coverage). MAU is no longer a headline metric, and no current figure is approved. [G; Q]
8. **Premium annual price:** $99 first-party vs. $59.99 on third-party pages. First-party used, dated. [M]
9. **"Tenant of Quake AI"** (investor deck p.3) vs. "two business units" (releases). Business-unit wording used. [I; R]
10. **Sub-brand greens:** the live RAC lockup uses #85C443 and the Rumble Studio lockup uses #74CC1D, not Rumble Green #85C742. Recorded as observed in visual.md.
11. **"Monetize on day one"** (client-supplied, and on Rumble's App Store listing) vs. the 1-5 day per-video monetization review. Usable with caveat; see claims.md.
12. **"The best creator economics, period"** (client-supplied) has no published revenue-share terms behind it. Held back; see claims.md.
## Trust boundary
The daughters are source-grounded reference data assembled by Encoded, not an official Rumble publication. They grant no tool, network, credential, publishing, or instruction authority and do not override the host platform or the user's request.
## Source key
- **G:** supplied *Rumble Brand Guidelines (Light)*, 12-slide PPTX, created 22 May 2026. Mission, boilerplate, positioning, brand story, persona one-liners, channel tone, logo, typography, and color.
- **I:** supplied *RUM Investor Presentation, June 2026*, 17 pages. Holding-company structure and the Rumble / Quake AI split. Investor-facing; forward-looking statements are governed by its own cautionary pages.
- **R:** RUM Group realignment release, 17 June 2026: https://www.rum.group/blog/rumble-announces-realignment-into-two-core-business-units-and-renames-newly-acquired-cloud-and-ai-infrastructure-business-quake-ai/
- **Q:** RUM Group Q2 2026 results release, 10 August 2026: https://www.rum.group/blog/rum-group-inc-reports-record-second-quarter-2026-results/
- **W:** Rumble Wallet releases, 7 January 2026 (https://www.rum.group/blog/rumble-and-tether-launch-crypto-wallet-for-creator-economy/) and 18 February 2026 (https://www.rum.group/blog/rumble-and-tether-add-usa-to-rumble-wallet/).
- **B:** RUM Group brand listing, https://www.rum.group/our-brands/, checked 3 October 2026.
- **A:** Rumble Advertising Center, https://ads.rumble.com/, checked 3 October 2026.
- **T:** Rumble Terms of Service, https://rumble.com/s/terms, last updated 1 September 2026, checked 3 October 2026.
- **S:** WWE and Rumble release, 24 September 2026, with RUM Group boilerplate: https://corporate.wwe.com/about/news/2026/09-24-2026-0
- **M:** Rumble Premium page, https://rumble.com/premium, checked 3 October 2026.
- **X:** Rumble and Perplexity strategic partnership, 2 October 2025: https://www.rum.group/blog/rumble-and-perplexity-enter-into-a-strategic-partnership/
- **D:** Dr Disrespect to lead Rumble Gaming, 25 November 2024: https://www.rum.group/blog/dr-disrespect-will-lead-rumble-gaming-join-rumble-premium/
- **P:** public reference record for founding date and history, https://en.wikipedia.org/wiki/Rumble_(company), checked 14 June 2026.
## Change log
- 2026-10-03 — tree_version 1.0.0. Adds commerce.md (Premium offers, informational), the current September 2026 boilerplate, Rumble Sports / WWE Main Event, Rumble Gaming, the Perplexity partnership, evidence classes, and the unresolved-conflicts list. Rebuilt on BCP 1.1.1 from the supplied brand guidelines and investor presentation plus first-party research. Adds the RUM Group / Rumble / Quake AI architecture, guideline voice traits and channel tones, persona one-liners, corrected palette (Dark Mode #061726, Woke Green accessibility rule), Inter Tight hierarchy, official logo assets, and a claims split that flags unsubstantiated superlatives. Repairs the root daughter registry and the anti-ai pattern types. Removes cloud infrastructure from Rumble's own positioning.
- 2026-09-30 — tree_version 0.1.0. BCP 1.1.1 demonstration Package map and onboarding companion added to the 14 June 2026 public-source record.
- 2026-06-14 — tree_version 0.1.0. Initial public-source demonstration.
<!-- registry-daughter-links:start -->
## See also
- [boundaries.md](<https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/boundaries.md>)
- [claims.md](<https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/claims.md>)
- [commerce.md](<https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/commerce.md>)
- [onboarding.md](<https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/onboarding.md>)
- [representation.md](<https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/representation.md>)
- [values.md](<https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/values.md>)
- [visual.md](<https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/visual.md>)
- [voice.md](<https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/voice.md>)
- [voice/anti-ai.md](<https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand/voice/anti-ai.md>)
<!-- registry-daughter-links:end -->
---
bcp_version: "1.1.1"
file_type: boundaries
parent: /.well-known/brand.md
last_updated: 2026-10-03
iab_alignment: "3.0"
garm_alignment: "Brand Safety Floor + Suitability Framework"
---
# Boundaries
Two different rule sets apply to Rumble, and they are easy to confuse.
1. **Platform content policy**: what creators may publish on rumble.com. Rumble's Terms of Service govern this, and this file only summarizes it. [T]
2. **Brand boundaries**: what Rumble's own marketing, ads, and brand-aligned agent output avoid. That is what this file encodes.
A creator's video is not Rumble speaking. Rumble's ad is.
**Evidence class.** Each rule below is Encoded's formulation (`inferred`) of the cited documented source. Rumble has published no brand-boundary policy. The content-policy summary is documented (T).
## Hard no
```yaml
hard_no:
- id: no-party-endorsement
rule: "Rumble-branded content does not endorse or oppose a political party, candidate, ballot measure, or election outcome."
rationale: "Guidelines list 'bias' (social) and 'political views' (newsletter) as things to avoid. The brand defends open dialogue, not a side."
source: "G slide 5"
tier: core
- id: creator-views-are-not-rumble-views
rule: "Statements, opinions, or conduct of creators hosted on Rumble are not presented as Rumble's own positions or endorsements."
rationale: "Hosting is not authorship."
tier: core
- id: no-absolute-free-speech-claims
rule: "No claim that content on Rumble is uncensorable, unremovable, immune from takedown, or that 'anything goes'."
rationale: "The Terms of Service prohibit categories of content and reserve Rumble's right to remove content."
source: "T"
tier: core
- id: no-moderation-specifics
rule: "No statements about why a specific video, channel, or creator was or was not removed, demonetized, or restored unless Rumble has published that decision."
tier: core
- id: no-financial-promises
rule: "No promise of investment returns, portfolio performance, creator earnings amounts, or crypto-asset value. Rumble Wallet copy describes features, not returns."
rationale: "Investor and crypto-asset communications carry regulatory exposure. The investor presentation carries its own cautionary statements."
source: "I pp.11–12; W"
tier: core
- id: no-quake-ai-conflation
rule: "Rumble-branded copy does not sell GPU compute, data-center capacity, or cloud hosting as Rumble products. Those belong to Quake AI."
source: "R"
tier: core
- id: no-disparaging-individuals
rule: "No defamatory or personal attacks on individuals, journalists, or competitors. Criticize practices (deplatforming, opaque rules, lock-in) only where factual."
tier: core
```
## Soft no (needs a human owner)
```yaml
soft_no:
- id: named-creator-features
rule: "Featuring a named creator, show, or livestream in Rumble marketing needs the creator's and Rumble's approval, and a check of current content."
- id: competitor-comparisons
rule: "Comparative claims against YouTube, Twitch, X, or other platforms need substantiation in claims.md and human review."
- id: news-and-politics-creative
rule: "Creative that features news or political content (thumbnails, clips, headlines) needs editorial review for balance and accuracy before it runs."
- id: crypto-and-tether
rule: "Messaging about Tether, stablecoins, Bitcoin, or Rumble Wallet beyond the features in claims.md needs legal or compliance review."
- id: audience-figures
rule: "Any audience, growth, or revenue figure needs a date and source from claims.md. RUM Group no longer headlines MAU."
- id: corporate-scope-language
rule: "The guideline tagline and boilerplate describe the pre-realignment company (cloud, AI, video, wallet). Check with Rumble communications before using them in Rumble-only contexts."
```
## Brand safety
Where Rumble's own advertising and brand placements appear. These are publisher-declared preferences for Rumble as an advertiser, not rules for what creators publish or for third-party ads on Rumble.
```yaml
brand_safety:
garm_floor:
policy: "Rumble brand placements avoid all GARM Brand Safety Floor categories."
categories:
- "Adult and explicit sexual content"
- "Arms and ammunition"
- "Crime and harmful acts to individuals and society"
- "Death, injury, or military conflict"
- "Online piracy"
- "Hate speech and acts of aggression"
- "Obscenity and profanity"
- "Illegal drugs, tobacco, e-cigarettes, vaping, alcohol"
- "Spam or harmful content"
- "Terrorism"
- "Debated sensitive social issues (Floor tier)"
evidence_status: inferred
note: "Mapped from the Terms of Service prohibitions (copyright infringement, pornography, hate speech, incitement, child exploitation, illegal activity) to the GARM Floor taxonomy. Rumble has published no advertiser suitability profile."
suitability:
news_and_politics:
iab_3_0: "News and Politics"
tier: "GARM Medium risk acceptable; High risk avoided"
rationale: "News and politics is part of Rumble's declared content mix. Excluding it outright would misrepresent the platform."
evidence_status: inferred
gaming:
iab_3_0: "Video Gaming"
tier: "Low risk"
evidence_status: inferred
sports:
iab_3_0: "Sports"
tier: "Low risk"
evidence_status: inferred
debated_social_issues:
tier: "Floor and High risk avoided; Medium risk only with human review"
evidence_status: inferred
adjacency_acceptable:
- "News and Politics (factual reporting, commentary within GARM Medium risk)"
- "Video Gaming"
- "Sports"
- "Technology & Computing"
- "Business and Finance (creator economy, payments)"
- "Entertainment / Television"
adjacency_unsuitable:
- "Any GARM Brand Safety Floor category"
- "Election misinformation or content asserting fraudulent electoral outcomes"
- "Content targeting or exploiting minors"
extensions:
encoded_rac:
note: "Rumble Advertising Center (RAC) is Rumble's own self-serve ad platform. RAC states that every creative is reviewed by a person. That review is separate from these brand-placement preferences."
source: "A"
```
## Platform content policy summary
From the Terms of Service, last updated 1 September 2026. This is reference only; the Terms govern. Prohibited content includes unauthorized copyrighted material, pornographic or sexual content, hate speech including racism and antisemitism, content promoting violence or unlawful acts, child exploitation, illegal activity including doxxing, defamation, and harassment, trademark and privacy infringement, and links to prohibited content. Rumble reserves the right to remove content at its discretion. [T]
## Gaps
No Rumble advertiser brand-safety policy, GARM suitability profile, or political-advertising policy was supplied or found. The GARM and IAB mappings above are labeled `inferred` and need Rumble confirmation before anyone treats them as policy.
---
bcp_version: "1.1.1"
file_type: claims
parent: /.well-known/brand.md
last_updated: 2026-10-03
---
# Claims
**Legal-review notice.** These claims were assembled by Encoded from supplied Rumble materials and public first-party sources for review. They are not legal advice and have not been reviewed by Rumble, RUM Group, or counsel. `proof_status` records evidence state, not approval. Before using any claim in advertising, investor, crypto-asset, comparative, or regulated contexts, get review from legal and the accountable Rumble owner.
**How to read this file.** Rumble's own guidelines contain bold comparative lines ("fastest-growing", "most generous profit sharing in the industry") with no public substantiation. The same guidelines also tell PR writers to avoid "unsubstantiated statistics." This file applies that rule to the guidelines themselves. Brand-declared wording is not the same as proof.
**Client-supplied claims.** Two lines came directly from Rumble as claims it wants to use: "Monetize on day one." and "The best creator economics, period." Each was researched against primary sources. Their status follows that evidence, not the fact that Rumble supplied them. The supporting facts are recorded as separate claims so each can be cited on its own.
## approved_at_launch
```yaml
approved_at_launch:
- id: mission
claim: "Rumble's mission is to protect a free and open internet."
proof_status: approved
exact_text: true
approved_language: "to protect a free and open internet"
evidence: >
G slide 2, approved external boilerplate
https://corp.rumble.com (homepage, accessed 2026-06-14)
tier: core
- id: current-boilerplate
claim: "RUM Group / Rumble release boilerplate as of 24 September 2026."
proof_status: approved
exact_text: true
approved_language: "RUM Group Inc. is an AI infrastructure and video company. Rumble provides creators and enterprises a full suite of video technologies, unlocking reach, scale, and monetization."
evidence: >
https://corporate.wwe.com/about/news/2026/09-24-2026-0 (About section, 2026-09-24)
valid_from: 2026-09-24
tier: core
- id: founded-2013
claim: "Rumble was founded in 2013 by Chris Pavlovski to give small, independent creators a platform."
proof_status: approved
evidence: >
G slide 3, brand story
https://en.wikipedia.org/wiki/Rumble_(company) (founding date 2013-10-30, as of 2026-06-14)
tier: core
- id: ceo
claim: "Chris Pavlovski is Chairman and CEO."
proof_status: approved
evidence: >
R (2026-06-17)
tier: default
- id: parent-company
claim: "Rumble is a business unit of RUM Group Inc. (NASDAQ: RUM), the parent company renamed from Rumble Inc. effective June 18, 2026."
proof_status: approved
evidence: >
https://www.rum.group/blog/rumble-announces-realignment-into-two-core-business-units-and-renames-newly-acquired-cloud-and-ai-infrastructure-business-quake-ai/
valid_from: 2026-06-18
tier: core
- id: two-units
claim: "RUM Group operates two business units: Rumble, the video platform, and Quake AI, the cloud and AI-infrastructure business."
proof_status: approved
evidence: >
R
I p.3
valid_from: 2026-06-17
tier: core
- id: chief-content-officer
claim: "Claudio Ramolo is Rumble's Chief Content Officer."
proof_status: approved
evidence: >
S (2026-09-24)
tier: default
- id: wwe-main-event
claim: "Rumble is the new home of WWE Main Event under a long-term distribution and content partnership. It streams on Rumble Sports every Wednesday at 8 p.m. ET / 5 p.m. PT from October 14, 2026, at Rumble.com/WWE and on Rumble's mobile and connected TV apps."
proof_status: approved
evidence: >
https://corporate.wwe.com/about/news/2026/09-24-2026-0 (2026-09-24)
valid_from: 2026-09-24
tier: default
- id: premium-benefits
claim: "Rumble Premium includes ad-free viewing, offline downloads, exclusive creator content, and creator benefits such as a verified badge and watermark removal."
proof_status: approved
evidence: >
https://rumble.com/premium (checked 2026-10-03)
tier: default
- id: rumble-gaming
claim: "Dr Disrespect leads Rumble Gaming as an advisor and provides exclusive content to Rumble Premium."
proof_status: approved
evidence: >
https://www.rum.group/blog/dr-disrespect-will-lead-rumble-gaming-join-rumble-premium/ (2024-11-25)
tier: contextual
context: "gaming audiences"
- id: perplexity-partnership
claim: "Rumble and Perplexity have a strategic partnership that includes Perplexity's AI-powered tools for discoverability on Rumble.com and a Rumble Premium + Perplexity Pro subscription bundle."
proof_status: approved
evidence: >
https://www.rum.group/blog/rumble-and-perplexity-enter-into-a-strategic-partnership/ (2025-10-02)
tier: default
- id: rumble-products
claim: "Rumble's products include Rumble Video, Rumble Ads (the Rumble Advertising Center), Rumble Studio, and Rumble Premium."
proof_status: approved
evidence: >
R (Video, Ads, Studio)
https://www.rum.group/our-brands/ (Premium, RAC; checked 2026-10-03)
tier: default
- id: content-mix
claim: "Rumble offers a variety of exclusive content, including news, politics, gaming, action sports, and more."
proof_status: approved
evidence: >
G slide 4, user one-liner
tier: default
- id: creator-platform
claim: "Creators can host, livestream, manage, distribute, and monetize their content on Rumble."
proof_status: approved
evidence: >
https://www.rum.group/our-brands/ (checked 2026-10-03)
tier: default
- id: rumble-wallet
claim: "Rumble Wallet is a non-custodial crypto wallet built into Rumble with Tether, so creators can receive direct payments from their audiences."
proof_status: approved
evidence: >
https://www.rum.group/blog/rumble-and-tether-launch-crypto-wallet-for-creator-economy/ (2026-01-07)
https://www.rum.group/blog/rumble-and-tether-add-usa-to-rumble-wallet/ (2026-02-18)
tier: default
- id: wallet-assets
claim: "Rumble Wallet supports USA₮, USD₮, XAU₮ (Tether Gold), and Bitcoin."
proof_status: approved
evidence: >
W (2026-02-18)
valid_from: 2026-02-18
tier: default
- id: monetized-licenses-no-threshold
claim: "Rumble offers three monetized licensing options for uploaded videos (Exclusive Video Management, Video Management excluding YouTube, and Rumble Player), and its licensing guide sets no subscriber or view threshold for them."
proof_status: approved
evidence: >
https://rumble.support/help/a-simple-explanation-of-the-differences-between-licensing-options (updated 2025-11-20, checked 2026-10-03)
tier: default
context: "creator"
- id: app-store-monetize-day-one
claim: "Rumble's App Store listing says creators can monetize from day one."
proof_status: approved
exact_text: true
approved_language: "Monetize from Day One: Start earning immediately"
evidence: >
https://apps.apple.com/us/app/rumble-live-streaming-videos/id1518427877 (Rumble-authored description, checked 2026-10-03)
tier: default
context: "creator"
- id: wallet-no-receive-fee
claim: "Rumble Wallet does not charge a fee to receive funds. Network fees apply when sending, swapping, or bridging."
proof_status: approved
evidence: >
https://wallet.rumble.com/support/docs/common-questions/new-to-wallet-faq/ (checked 2026-10-03)
tier: default
context: "creator"
- id: content-rules
claim: "Rumble's Terms of Service prohibit content including pornography, hate speech, incitement to violence, child exploitation, harassment, and copyright infringement."
proof_status: approved
evidence: >
https://rumble.com/s/terms (last updated 2026-09-01, checked 2026-10-03)
tier: core
- id: rac-self-serve
claim: "The Rumble Advertising Center is a self-serve platform for buying pre-roll video, display, and native placements across Rumble and its partner network."
proof_status: approved
evidence: >
https://ads.rumble.com/ (checked 2026-10-03)
tier: default
- id: tether-strategic-partner
claim: "Tether is RUM Group's strategic partner and largest shareholder."
proof_status: approved
evidence: >
I p.3 (June 2026)
tier: contextual
context: "press, analyst, and investor contexts; attribute to RUM Group"
```
## requires_caveat
```yaml
requires_caveat:
- id: tagline
claim: "The Freedom-First Technology Platform"
proof_status: requires_caveat
exact_text: true
approved_language: "The Freedom-First Technology Platform"
caveat: "Approved in the 22 May 2026 guidelines, but written for the pre-realignment company spanning cloud, AI, video, and wallet. Confirm with Rumble communications whether it still applies to Rumble alone."
evidence: >
G slides 2, 10
tier: core
- id: approved-boilerplate
claim: "Approved external boilerplate (guidelines version)."
proof_status: requires_caveat
exact_text: true
approved_language: "Rumble is a Freedom-First technology platform with a mission to protect a free and open internet. The platform spans cloud, AI, and digital media, including its namesake video service, and is built on a foundation of customer independence and free speech."
caveat: "Verbatim from the 22 May 2026 guidelines. Superseded in public releases by the September 2026 boilerplate (id: current-boilerplate). Use only if Rumble confirms it is still current."
evidence: >
G slide 2
tier: core
- id: mau-50m
claim: "Rumble reaches over 50 million monthly users."
proof_status: requires_caveat
caveat: "From the undated guidelines positioning statement. State the source period. RUM Group stopped presenting MAU as a headline metric after Q2 2026."
evidence: >
G slide 2
tier: default
- id: mau-q2-2026
claim: "Average global monthly active users were 57 million in Q2 2026."
proof_status: requires_caveat
caveat: "Q2 2026 only, as reported from the earnings call. RUM Group said Q2 2026 was the last quarter it would headline MAU and ARPU. Never present as a current figure."
evidence: >
https://finance.yahoo.com/technology/ai/articles/rum-group-inc-rum-q2-050117965.html (call coverage, secondary)
valid_until: 2026-09-30
tier: default
- id: mau-history
claim: "Rumble grew from 1.6 million average monthly active users in Q3 2020 to a record 80 million in Q4 2022."
proof_status: requires_caveat
caveat: "Historical. Always include both periods."
evidence: >
G slide 3, brand story
tier: default
- id: video-revenue-q2-2026
claim: "Rumble video business revenue was $30.3 million in Q2 2026, up 21% year over year."
proof_status: requires_caveat
caveat: "Investor context only, attributed to RUM Group's Q2 2026 results. Label the quarter."
evidence: >
https://www.rum.group/blog/rum-group-inc-reports-record-second-quarter-2026-results/ (2026-08-10)
tier: contextual
context: "investor and press"
- id: rac-scale
claim: "The Rumble Advertising Center can reach billions of daily ad requests across hundreds of news publishers."
proof_status: requires_caveat
caveat: "RAC's own published description of programmatic supply. Attribute to RAC and include the date checked."
evidence: >
https://ads.rumble.com/resources/blog/rac-now-reaches-billions-of-ad-requests-across-publishers (checked 2026-10-03)
tier: contextual
context: "advertiser"
- id: rac-human-review
claim: "Every creative submitted to the Rumble Advertising Center is reviewed by a person."
proof_status: requires_caveat
caveat: "RAC's published process description. Confirm before using it as a service commitment."
evidence: >
https://ads.rumble.com/resources/blog/rumble-advertising-center-platform-walkthrough-tips (checked 2026-10-03)
tier: contextual
context: "advertiser"
- id: monetize-on-day-one
claim: "Monetize on day one."
proof_status: requires_caveat
exact_text: true
approved_language: "Monetize on day one."
caveat: "True in the sense Rumble publishes: a new creator can choose a monetized license on their first upload, with no follower, subscriber, or watch-hour threshold. Ads do not start the moment a video is posted. Each video goes through a monetization review of 'about 1-5 days' before 'the ads kick in'. The Personal Use license is not monetized. The Creator Program has separate requirements (at least 100 followers and Rumble Studio streaming). Do not pair the line with 'instant' or 'immediate ad revenue'. Pair it with the licensing route or wallet tips."
evidence: >
Client-supplied line (Rumble, October 2026)
https://apps.apple.com/us/app/rumble-live-streaming-videos/id1518427877 ('Monetize from Day One: Start earning immediately', checked 2026-10-03)
https://rumble.support/help/a-simple-explanation-of-the-differences-between-licensing-options (no threshold stated; updated 2025-11-20)
https://rumble.support/help/your-video-is-analyzing-what-does-it-mean ('about 1-5 days to be approved for monetization')
https://rumble.support/help/rumble-2025-creator-program (Creator Program: 100 followers, Studio streaming)
tier: core
context: "creator"
- id: youtube-threshold-comparison
claim: "YouTube requires 1,000 subscribers plus 4,000 watch hours in the last 12 months (or 10 million Shorts views in 90 days) before ad revenue sharing. Rumble's monetized licenses publish no audience threshold."
proof_status: requires_caveat
caveat: "Comparative. YouTube terms as published on its help center, checked 2026-10-03; recheck before use. Compares eligibility thresholds only, not earnings. Needs human review per boundaries.md (competitor comparisons)."
evidence: >
https://support.google.com/youtube/answer/72851 (checked 2026-10-03)
https://rumble.support/help/a-simple-explanation-of-the-differences-between-licensing-options
tier: contextual
context: "creator"
- id: generous-revenue-splits
claim: "Higher revenue splits: one of the most generous models available."
proof_status: requires_caveat
exact_text: true
approved_language: "Higher Revenue Splits: One of the most generous models available"
caveat: "Rumble's own published App Store wording. It is softer than 'best', but still comparative, and no current revenue-share terms are published to back it. Use only as Rumble's attributed wording, and get substantiation before using it in ads."
evidence: >
https://apps.apple.com/us/app/rumble-live-streaming-videos/id1518427877 (checked 2026-10-03)
tier: default
context: "creator"
- id: premium-price
claim: "Rumble Premium costs $9.99 per month or $99 per year."
proof_status: requires_caveat
caveat: "Prices as shown on rumble.com/premium on 2026-10-03. State the date, and recheck before any price-bearing copy. Some third-party pages list a different annual price."
evidence: >
https://rumble.com/premium (checked 2026-10-03)
tier: default
- id: premium-perplexity-bundle-price
claim: "Rumble Premium + Perplexity Pro bundle is $23.99 per month."
proof_status: requires_caveat
caveat: "As shown on rumble.com/premium on 2026-10-03. The launch price of $19.99 per month ended December 31, 2025. Never quote the launch price as current."
evidence: >
https://rumble.com/premium (checked 2026-10-03)
https://www.globenewswire.com/news-release/2025/10/15/3167477/0/en/Rumble-and-Perplexity-Introduce-Subscription-Bundle-for-Rumble-Premium-and-Perplexity-Pro.html
tier: default
- id: tether-investment-2025
claim: "Tether's $775 million strategic investment in Rumble closed on February 7, 2025."
proof_status: requires_caveat
caveat: "Historical financing fact. RUM Group's June 2026 deck cites over $1 billion aggregate Tether commitments across Rumble and Northern Data; do not mix the two figures."
evidence: >
https://corp.rumble.com/blog/rumble-closes-775-million-strategic-investment-from-tether-and-related-tender-offer/
I p.17
tier: contextual
context: "press and analyst"
- id: truth-social-hosting
claim: "Rumble has provided video and cloud services to Truth Social under an agreement with Trump Media & Technology Group, announced December 2021."
proof_status: requires_caveat
caveat: "Historical commercial fact for press and analyst context. Not brand messaging, and not a political endorsement (see boundaries.md). Cloud services now sit with Quake AI; confirm the current status of the relationship before stating it in the present tense."
evidence: >
https://en.wikipedia.org/wiki/Rumble_(company) (as of 2026-06-14)
tier: contextual
context: "press and analyst"
```
## forbidden
Entries keep their original `proof_status`. Under the canonical mapping, `unknown` and `expired` are published here so they are never used as approved facts.
```yaml
forbidden:
- id: fastest-growing
claim: "Rumble is the fastest-growing video-sharing platform."
proof_status: unknown
note: "Appears in the guidelines' advertiser and investor one-liners. No public substantiation, period, or peer set located. Usable once Rumble supplies substantiation."
evidence: >
G slide 4
tier: core
- id: best-creator-economics
claim: "The best creator economics, period."
proof_status: unknown
note: >-
Client-supplied line (Rumble, October 2026). An absolute superlative ('best', 'period') needs a defined
metric and a current peer comparison. Neither exists in public sources.
Supporting facts found: no published audience threshold for monetized licenses (claims: monetized-licenses-no-threshold);
no fee to receive funds in the non-custodial Rumble Wallet (wallet-no-receive-fee);
Creator Program payments funded from a portion of Rumble Premium profits;
Rumble's own App Store wording 'one of the most generous models available' (generous-revenue-splits).
Not substantiated: Rumble publishes no current ad revenue-share percentage. The widely repeated '60/40' split and
'Rumble keeps 20% of Rants' appear only in third-party and social-media sources, and the Rants figure is disputed
once app-store fees are counted.
Needed to clear: (1) the metric 'economics' means (revenue share, take rate on tips, payout per 1,000 views, or eligibility);
(2) Rumble's current program terms for that metric; (3) a dated comparison with named peers (for example YouTube, Twitch, X)
reviewed by legal.
Until then, usable alternatives are 'Monetize on day one.' (with its caveat), the wallet no-fee fact, and Rumble's
attributed 'one of the most generous models available'.
evidence: >
Client-supplied line (Rumble, October 2026)
https://rumble.support/help/rumble-2025-creator-program
https://wallet.rumble.com/support/docs/common-questions/new-to-wallet-faq/
https://apps.apple.com/us/app/rumble-live-streaming-videos/id1518427877
https://www.indiemediatoday.com/p/rumble-rants-ripoff-creators-rumble-gaming-rokfin-sputnik-101524 (secondary; Rants split dispute)
tier: core
- id: most-generous-profit-sharing
claim: "Rumble offers the most generous profit sharing in the industry."
proof_status: unknown
note: "Guidelines creator one-liner. Comparative superlative with no published methodology. Third-party estimates of revenue-share percentages are not primary evidence. Same substantiation gap as best-creator-economics."
evidence: >
G slide 4
tier: core
- id: exponential-growth
claim: "Rumble continues to grow at an exponential rate."
proof_status: unknown
note: "Guidelines investor one-liner. Growth figures are dated and quarter-specific; 'exponential' is not supported as a continuing claim."
evidence: >
G slide 4
tier: core
- id: portfolio-promise
claim: "Maximize your financial portfolio with Rumble."
proof_status: forbidden
note: "A performance promise to investors. Investor messaging belongs to RUM Group under its cautionary statements."
evidence: >
G slide 4
I pp.11–12
tier: core
- id: uncensorable
claim: "Rumble is uncensorable / content on Rumble cannot be removed."
proof_status: forbidden
note: "Contradicted by the Terms of Service."
evidence: >
T
tier: core
- id: neutral-platform
claim: "Rumble is a neutral platform."
proof_status: forbidden
note: "'Neutral' is on the guidelines' PR / corporate avoid list."
evidence: >
G slide 5
tier: core
- id: rumble-sells-ai-compute
claim: "Rumble provides GPU compute, AI cloud, or data-center capacity."
proof_status: forbidden
note: "Since 17 June 2026 these are Quake AI offerings. Rumble-branded copy does not claim them."
evidence: >
R
tier: core
- id: creator-revenue-share-percent
claim: "Any specific creator ad-revenue-share percentage or per-1,000-view rate."
proof_status: unknown
note: "Only third-party estimates located. Needs a current Rumble program term."
tier: default
- id: mau-67m
claim: "Rumble has 67 million monthly active users."
proof_status: expired
note: "September 2024 figure carried in the previous version of this package. Superseded."
evidence: >
https://en.wikipedia.org/wiki/Rumble_(company) (as of 2026-06-14)
valid_until: 2026-10-03
tier: default
```
---
bcp_version: "1.1.1"
file_type: commerce
parent: /.well-known/brand.md
last_updated: 2026-10-03
---
# Commerce
A signpost to what Rumble sells to viewers, recorded from rumble.com/premium on 3 October 2026. Rumble publishes no agent commerce or payment protocol (UCP, ACP, or MPP), so this file is informational only. There is no agent purchase flow. Purchases happen on rumble.com under Rumble's terms.
```yaml
offers:
- id: rumble-premium-monthly
name: "Rumble Premium (monthly)"
summary: "Ad-free viewing, offline downloads, exclusive creator content, and creator benefits."
price: { amount: 9.99, currency: USD, interval: month }
terms_url: "https://rumble.com/s/terms"
purchase_page: "https://rumble.com/premium"
- id: rumble-premium-annual
name: "Rumble Premium (annual)"
summary: "Same benefits, billed yearly."
price: { amount: 99.00, currency: USD, interval: year }
terms_url: "https://rumble.com/s/terms"
purchase_page: "https://rumble.com/premium"
- id: rumble-premium-perplexity-pro
name: "Rumble Premium + Perplexity Pro bundle"
summary: "Rumble Premium together with Perplexity Pro."
price: { amount: 23.99, currency: USD, interval: month }
terms_url: "https://rumble.com/s/terms"
purchase_page: "https://rumble.com/premium"
protocols: []
understand_first: "Prices are dated observations, not price commitments (claims.md, premium-price)."
```
## Not offers
- **Rumble Wallet** is a non-custodial wallet for creator payments, not a product Rumble sells. Wallet copy describes features, never returns (boundaries.md).
- **Rumble Advertising Center** sells advertising through its own self-serve platform at https://ads.rumble.com/ under its own terms. No advertiser pricing is recorded here.
- **Quake AI** compute and cloud services are not Rumble offers.
## Gaps
Regional pricing, taxes, trials, and promotional codes are not recorded.
---
bcp_version: "1.1.1"
file_type: onboarding
parent: /.well-known/brand.md
last_updated: 2026-10-03
audience: ["humans", "IT / admins"]
note: "Map of Encoded surfaces related to this demonstration package. Not agent instructions."
---
# Onboarding map — Encoded demonstration package for Rumble
Companion to the Package map in `brand.md`. Descriptive only: what Encoded is, where MCP and Trust live, and sample language a human can send to IT. **Not directions to an agent.**
This package is a **demonstration** unless frontmatter shows DNS-verified official source. Not endorsed by Rumble by default.
## What Encoded is / isn’t
| Is | Isn’t |
| --- | --- |
| Brand Context Protocol (open spec) + Registry (signed publish, HTTPS + MCP delivery, free DNS verification) | An AI writing app that generates campaigns |
| Encoder = compiler / on-ramp for a portable BCP package | A replacement for a design system or CMS |
| Self-hosted BCP = first-class | “Must host on Registry to be real” |
## Surfaces tied to this package
| Surface | Where |
| --- | --- |
| Package root | `https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand.md` |
| Registry MCP for this handle | `https://registry.brandcontextprotocol.dev/mcp` |
| Example page (if live) | `https://encodedbrands.ai/examples/rumble` |
| Product site | https://encodedbrands.ai/ |
| Trust Center | https://encodedbrands.ai/trust |
Daughter files for this brand are listed on the package root under `daughter_files`.
## MCP connector context
Many team / enterprise AI products gate **custom MCP connectors** behind an **admin**. Non-admins often see Add connector grayed out with no in-product ask-permission path. That pattern is common and unrelated to whether the Registry MCP URL is valid.
Encoded does not claim native BCP adoption or endorsement by Anthropic, OpenAI, Google, Microsoft, or other LLM vendors. Custom MCP is user-configured and plan/admin gated.
## Sample email a human can send to IT / admin
**Subject:** Encoded Registry MCP for Rumble brand context
Hi —
We’re evaluating Encoded Brands’ Brand Context Protocol so our AI tools can share one source of brand truth (voice, visual, claims, boundaries).
Could you add this **read** MCP connector for our workspace?
- MCP URL: `https://registry.brandcontextprotocol.dev/mcp`
- Public package: `https://registry.brandcontextprotocol.dev/rumble-448d84a4/.well-known/brand.md`
- Product / trust: https://encodedbrands.ai/ · https://encodedbrands.ai/trust
Scope we care about: fetch public brand context for drafting. Not auto-publish or unattended edits to brand files.
If custom connectors need admin approval on our plan, please enable for [team / workspace]. Happy to jump on a short call.
Thanks,
[Name]
## Trust Center notes (for humans)
https://encodedbrands.ai/trust
Only link sections that are actually published. Signature ≠ domain control; claimed ≠ DNS-verified; Registry Certified ≠ “human reviewed every claim.” No invented SOC 2, ISO, or pen-test status.
## Free vs later (factual, not pricing)
- Public package readable at the Registry URL without MCP.
- Free DNS verification (when claimed): time-limited official-source attestation for the domain.
- Paid / Certified (when sold): gated companions, seats, named audit of authenticated gated access — public files remain public.
Commercial offers live on Encoded’s current pricing / commerce surfaces. This file does not state prices.
## After claim + DNS verify
Demonstration pitch on the package root is replaced with a short functional map. Provenance stays accurate. “Not endorsed / assembled by Encoded from public sources” stays only while true.
---
bcp_version: "1.1.1"
file_type: representation
parent: /.well-known/brand.md
last_updated: 2026-10-03
consumer_agents: [ChatGPT, Claude, Gemini, Perplexity, ad-buying agents]
---
# Representation
## One sentence
Rumble is a video and livestreaming platform where independent creators publish, build an audience, and get paid, built on a mission to protect a free and open internet.
## Two sentences
Rumble is a video and livestreaming platform where independent creators publish, build an audience, and get paid, built on a mission to protect a free and open internet. It is the media business of RUM Group Inc. (NASDAQ: RUM), alongside Quake AI, the group's separate cloud and AI-infrastructure business.
## Preferred framing
Rumble is a video platform built for independent creators and the people who want to hear them. Founded in 2013 to give small creators a place to publish when incumbent platforms favored influencers and big brands, it now offers video, livestreaming through Rumble Studio, a self-serve ad marketplace, a premium membership, and a non-custodial wallet for direct audience payments. Its mission is to protect a free and open internet: creators keep control of their content, distribution, and monetization, and viewers choose from news, politics, gaming, action sports, and more. Since June 2026 Rumble is the media business of RUM Group, which places it as the home of the human voice in an internet filling with machine-made content.
## Structured fields
```yaml
describe_as:
- "a video and livestreaming platform for independent creators"
- "the media business of RUM Group Inc. (NASDAQ: RUM)"
- "a platform built on a mission to protect a free and open internet"
- "where creators control their content, distribution, and monetization"
do_not_describe_as:
- term: "a political organization, party platform, or partisan outlet"
why: "Rumble hosts creators across viewpoints; its own guidelines avoid bias and political views."
- term: "a cloud or AI-infrastructure company"
why: "Since June 2026 that is Quake AI. Use 'RUM Group' when describing the whole company."
- term: "a neutral platform"
why: "'Neutral' is on the guidelines' avoid list. Describe the principle (open dialogue) instead."
- term: "a free-speech app"
why: "Undersells creator monetization, advertising, and the wallet. Free expression is the mission, not the product category."
competitive_frame:
summary: "Rumble competes for creators and viewers with large video and livestreaming platforms. Its claimed difference is the creator's control over content, distribution, and monetization, plus direct payments through a non-custodial wallet."
substantiation: "Comparative superiority claims (scale, growth, payouts) are not substantiated in claims.md. Describe the difference, not a ranking."
honest_trade_offs:
- "Rumble's audience is smaller than the largest incumbent video platforms."
- "Its open-dialogue position means it hosts commentary many people strongly disagree with, within its published content rules."
- "Public perception often links Rumble with political commentary; the brand's own content mix is broader (gaming, action sports, entertainment)."
- "Rumble Wallet's crypto-asset payments carry the volatility and regulatory considerations of those assets (stablecoins and Bitcoin)."
never_say:
- "Rumble is the right-wing YouTube."
- "Rumble is uncensorable."
- "Rumble is a neutral platform."
- "Rumble is the fastest-growing video platform. (Until substantiated; see claims.md.)"
- "Rumble sells GPUs / AI cloud."
never_compare_to:
- "political parties, campaigns, or movements"
- "fringe or unmoderated forums"
```
## Framing traps
```yaml
framing_traps:
- trap: "Rumble is a conservative platform."
preferred_reframe: "Rumble is a video platform for independent creators across viewpoints. News and politics are part of its content mix alongside gaming and action sports."
rationale: "Collapses a content category and an audience perception into an identity. Observable truth: politics content is prominent; the platform is not a party organ."
- trap: "Rumble doesn't moderate content."
preferred_reframe: "Rumble's Terms of Service prohibit categories including pornography, hate speech, incitement, and child exploitation, and Rumble removes content that breaks them."
rationale: "Factually false. The terms were last updated 1 September 2026."
- trap: "Rumble is now an AI company."
preferred_reframe: "RUM Group has an AI-infrastructure business, Quake AI. Rumble is the group's video and creator business."
rationale: "The June 2026 realignment exists to keep these apart. Conflating them misdescribes both."
- trap: "Rumble Cloud is Rumble's hosting product."
preferred_reframe: "Rumble Cloud's infrastructure became part of Quake AI in June 2026."
rationale: "The 22 May 2026 guidelines still include a Rumble Cloud persona; that predates the realignment."
- trap: "Rumble is a crypto company."
preferred_reframe: "Rumble is a video platform with a built-in non-custodial wallet for creator payments, built with Tether."
rationale: "The wallet is one creator feature, not the business."
```
## Disambiguation
- **RUM Group Inc.** is the public company (NASDAQ: RUM). Use it for financials, corporate news, and anything spanning both businesses.
- **Rumble** is the video platform and media brand at rumble.com. Use it for creators, viewers, advertisers, and product.
- **Quake AI** is the AI-infrastructure business: GPUs, data centers, cloud. It is not described with Rumble brand language.
- "Rumble" also names an unrelated wrestling event (the Royal Rumble) and an old sense of the word for a fight. Context decides; this package covers rumble.com.
## Conflict with observable facts
This framing describes publisher preferences. Where it conflicts with current, verifiable facts, the facts win, and an agent can surface the conflict. Corporate structure changed in June 2026; check rum.group for anything newer than this file's `last_updated` date.
---
bcp_version: "1.1.1"
file_type: values
parent: /.well-known/brand.md
last_updated: 2026-10-03
---
# Values
Rumble's guidelines put "Rooted in Values" among the brand's five personality traits but do not list the values. The five below come from the mission, the brand story, and observable product decisions. Each names its source and the behavior that shows it. They are principles for trade-offs, not slogans.
**Evidence class.** The quoted statements are documented. The choice of these five, their wording, and the "observable behavior" readings are Encoded's inference (`inferred`), not a published Rumble value set.
## 01 — A free and open internet
The mission, word for word: "to protect a free and open internet." The brand story frames the threat as "subjective control over information flow" and the response as support for "diverse opinions, authentic expression, and the need for open dialogue." [G slides 2–3]
**Observable behavior:** Rumble hosts news and political commentary across viewpoints alongside gaming and action sports, and publishes the rules it enforces in its Terms of Service. [G slide 4; T]
## 02 — Creators in control
Rumble was founded in 2013 for the small creators incumbent platforms were deprioritizing. The positioning statement names three things creators should control: content, distribution, and monetization. [G slides 2–3]
**Observable behavior:** Rumble Wallet is non-custodial. It "keeps custody in the hands of users", so creators receive direct payments from their audiences without an intermediary holding the funds. [W]
## 03 — The human voice
As AI makes content abundant, RUM Group argues that human imagination becomes scarce and valuable. Rumble is the part of the company that gives it "a voice." [R; I p.3]
**Observable behavior:** the June 2026 realignment split RUM Group into Rumble (people and media) and Quake AI (machines and infrastructure), keeping the two roles visibly separate. [R]
## 04 — Bold, not partisan
The guidelines ask Rumble's own voice to be bold and confident, yet list "bias" and "political views" as things to avoid in social and newsletter writing. Rumble's conviction is about the conditions for debate, not its outcome. [G slides 2, 5]
**Observable behavior:** the guidelines' user one-liner lists politics as one content category among several. It is not presented as the brand's identity. [G slide 4]
## 05 — Earned, specific proof
PR guidance excludes "unsubstantiated statistics." The bolder the claim, the more it needs a date and a source. [G slide 5]
**Observable behavior:** in August 2026, RUM Group said it would stop headlining monthly active users and ARPU because they describe only part of the company (as reported from the Q2 2026 earnings call). Rumble re-scopes metrics when they stop being accurate. [Q; see claims.md]
## Resolution order
When values pull against each other in brand-aligned work, this package records the brand's likely priority as **inferred**. No Rumble source ranks them.
```yaml
resolution_priority:
evidence_status: inferred
order:
- "05 Earned, specific proof: an unsupported claim is never worth the boldness."
- "04 Bold, not partisan: the principle, never a side."
- "01 A free and open internet"
- "02 Creators in control"
- "03 The human voice"
```
## Trade-offs the brand accepts
- **Openness over curation.** Rumble hosts views many people will disagree with, within its published rules. The brand defends the rules and the openness, not any particular view.
- **Conviction over comfort.** Some readers find the brand's free-expression stance uncomfortable. The guidelines choose "Bold" and "Confident" anyway.
- **Specific over grand.** Since realignment, Rumble is the media business, not a full-stack technology company. Copy gives up the bigger "platform for everything" frame for an accurate one.
---
bcp_version: "1.1.1"
file_type: visual
parent: /.well-known/brand.md
last_updated: 2026-10-03
---
# Visual identity
This file encodes the supplied *Rumble Brand Guidelines (Light)*, created 22 May 2026 [G]. Rules written in the guidelines are `brand_declared`. Values measured from the guideline artwork are `observed`. Encoded's interpretations are `inferred` and are not brand law. A companion "Dark" guideline deck is implied by the file name but was not supplied.
**Correction from the previous version.** The earlier package listed the navy as #001122, taken from a third-party SVG. The official guideline artwork and palette both use **Dark Mode #061726**. The third-party SVG is no longer referenced.
## Logo
Variants are listed live-first. The first variants in each entry are official files served from Rumble-owned hosts, retrieved and hashed on 3 October 2026, with colors checked against the guideline palette. The last variant in each entry is the unmodified guideline artwork [G slide 6], hosted by Encoded as a stable fallback. Live files can change without notice. A consumer that gets a hash mismatch on a live variant falls back to the next one and does not render the unverified file.
```yaml
logo:
primary_on_dark:
description: "Primary logo: Rumble Green brandmark with white 'rumble' wordmark. The guidelines' primary logo, used mainly on dark backgrounds."
evidence_status: brand_declared
variants:
- format: svg
url: "https://www.rum.group/wp-content/themes/rumble/images/logo.svg"
sha256: "cbe6fd34c22026143568438700a32979854c6625eb3d60aa980fe8b7e53ed105"
width: 200
height: 48
background: transparent
treatment: "#85C742 mark, #FFFFFF wordmark (verified)"
purpose: "Live official vector, served on rum.group. Dark surfaces."
- format: png
url: "https://dbgi97grppr1g.cloudfront.net/cmcfkw6gm0dm9130gjt44mwvs/company-logo-dark_cmcfkwb9d0dma130gliemoq7i.png"
sha256: "1f99877a43c7d2a322e6ff608807bad1151e582dea7db7111d4c765a588d0638"
width: 1071
height: 256
background: transparent
treatment: "#85C742 mark, #FFFFFF wordmark (verified)"
purpose: "Live raster used by Rumble's help center (rumble.support), served from its knowledge-base CDN."
- format: png
url: "https://encoder.encodedbrands.ai/examples/rumble/assets/rumble-logo-primary-on-dark.png"
sha256: "ffbbd0adfcc4687911a738e243d01e2de68c94130e4c48c64c8e98c2a5d26d37"
width: 626
height: 140
background: transparent
purpose: "Guideline artwork, Encoded-hosted fallback."
primary_on_light:
description: "Rumble Green brandmark with Dark Mode (navy) 'rumble' wordmark, for light backgrounds."
evidence_status: brand_declared
variants:
- format: png
url: "https://encoder.encodedbrands.ai/examples/rumble/assets/rumble-logo-primary-on-light.png"
sha256: "e699fa29579f34a864f9b1cc4b74f8716df7cdbaea37609e7d5e5c53dae71b12"
width: 626
height: 140
background: transparent
treatment: "#85C742 mark, #061726 wordmark (verified)"
purpose: "Guideline artwork, Encoded-hosted. No standalone live official file of this lockup was found on Rumble-owned hosts (gap)."
brandmark_green:
description: "Brandmark alone in Rumble Green."
evidence_status: brand_declared
fallback: primary_on_light
variants:
- format: svg
url: "https://www.rum.group/wp-content/themes/rumble/images/favicon.svg"
sha256: "cb161b615f31605ce0a66c86aabecc3da1b54d5f4b3c02dd98a46dd0aec42ac3"
width: 23
height: 24
background: transparent
treatment: "#85C742 (verified)"
purpose: "Live official vector served on rum.group. Scales to any size."
- format: svg
url: "https://studio.rumble.com/icons/rumble-fill/brand.svg"
sha256: "737ad3cd01620a0d992646faa62a05ca2ed3ff26e6c73397b54455fe8ba0b619"
width: 15
height: 16
background: transparent
treatment: "#85C742 (verified)"
purpose: "Live official vector served on Rumble Studio."
- format: png
url: "https://ads.rumble.com/assets/standalone/landing/assets/main/rumble-mark.png"
sha256: "e837fcf88feb196db9a81409d44e65a1ebc406b08a1713d98355a151dd772f62"
width: 58
height: 60
background: transparent
treatment: "#85C742 (verified)"
purpose: "Live small raster served on the Rumble Advertising Center. Icon sizes only."
- format: png
url: "https://encoder.encodedbrands.ai/examples/rumble/assets/rumble-brandmark-green.png"
sha256: "08d756b07a464c309b5e953a0b45670ab241a7bfd962e8e6d7c75855ca43be5e"
width: 228
height: 228
background: transparent
purpose: "Guideline artwork, Encoded-hosted fallback."
brandmark_white:
description: "Brandmark alone in white."
evidence_status: brand_declared
fallback: primary_on_dark
variants:
- format: png
url: "https://encoder.encodedbrands.ai/examples/rumble/assets/rumble-brandmark-white.png"
sha256: "5168d3c6a12b95c86e0b413ae89597939b4ece1b8168718deb321b05a440f0c3"
width: 218
height: 229
background: transparent
purpose: "Guideline artwork, Encoded-hosted. No live official white brandmark was found (gap)."
rac_lockup:
description: "Rumble Advertising Center lockup: brandmark, Dark Mode 'rumble' wordmark, and 'ADVERTISING CENTER'. Sub-brand use only."
evidence_status: observed
fallback: primary_on_light
variants:
- format: svg
url: "https://ads.rumble.com/assets/standalone/landing/assets/main/logo.svg"
sha256: "6453049e8d8ee948783c136a2c7d09e000e5ec21642143fb5b86aa42f4dee843"
width: 200
height: 46
background: transparent
treatment: "#85C443 mark, #061726 wordmark (verified)"
purpose: "Advertiser-facing RAC contexts on light surfaces."
studio_lockup:
description: "Rumble Studio lockup: brandmark, white 'rumble', green 'studio'. Sub-brand use only."
evidence_status: observed
fallback: primary_on_dark
variants:
- format: svg
url: "https://studio.rumble.com/rumble-studio-logo-dark.svg"
sha256: "3ebfa02e09c8ff09d473aca5891665799d0ce1ec7330ecf4cbf188176608fcdd"
width: 238
height: 35
background: transparent
treatment: "#74CC1D green, white wordmark (verified)"
purpose: "Rumble Studio contexts on dark surfaces."
```
Live-file observations, 3 October 2026:
- The sub-brand lockups use greens that differ from Rumble Green #85C742: RAC uses #85C443, and Rumble Studio uses #74CC1D. They are recorded as observed, not as palette tokens. See the root's unresolved conflicts.
- wallet.rumble.com still serves an older outlined brandmark (https://rumble.com/i/rumble_logo_back.png). It is not the guideline mark and is not listed above.
- rumble.com itself refused non-browser requests during this check, so no logo file is taken from it.
## Logo usage
The guidelines' rule: the primary logo is the Rumble Green brandmark with the white wordmark, used mainly on dark backgrounds. On light backgrounds, use the Rumble Green brandmark with the Dark Mode wordmark. The brandmark may appear alone in Rumble Green or white, as long as legibility and contrast hold. [G slide 6]
```yaml
logo_usage:
approved_backgrounds:
- type: solid_color
color_token: dark_mode
logo: primary_on_dark
- type: solid_color
color_token: white
logo: primary_on_light
- type: solid_color
color_token: lite_grey
logo: primary_on_light
- type: solid_color
color_token: rumble_green
logo: brandmark_white
note: "Inferred from 'brandmark ... in white' and contrast. Guidelines do not show this pairing."
evidence_status: inferred
forbidden_backgrounds:
- type: solid_color
color_token: rumble_green
logo: primary_on_dark
note: "The green mark disappears into a green field."
evidence_status: inferred
forbidden_modifications:
- stretch
- distort
- alter
- recolor outside the approved green / white / Dark Mode treatments
- "new logo versions or lockups without approval from the Rumble marketing design team"
- "setting the wordmark in Inter Tight or any other font"
generation_policy: official_assets_only
generation_instructions: "Generate the surrounding creative, then composite a verified official asset. Do not draw, trace, or approximate the brandmark or wordmark."
clear_space: "[gap] Not specified in the supplied guidelines."
minimum_size: "[gap] Not specified in the supplied guidelines."
evidence_status: brand_declared
extensions:
encoded:
source: "G slide 6"
```
## Graphic elements
The guidelines use one background graphic: concentric contour lines in Rumble Green that radiate from a small brandmark-shaped center. They are transparent, at most about 38% opacity, and sit behind the type on the typography slides [G slides 7–8]. The artwork is official. The usage notes describe how the guidelines place it (observed). Spec §7.3 defines no graphic-element block, so it is recorded under extensions.
```yaml
extensions:
encoded:
graphic_elements:
contour_background:
description: "Rumble Green concentric contour lines radiating from a small brandmark-shaped center. Transparent background."
evidence_status: brand_declared
source: "G slides 7–8 (embedded artwork, unmodified)"
variants:
- format: png
url: "https://encoder.encodedbrands.ai/examples/rumble/assets/rumble-contour-background.png"
sha256: "19dfcb6bc3f3f05901a304650135c9ee3076c7d1b628ffe65f5832381386cf71"
width: 1414
height: 1034
background: transparent
treatment: "#85C742 lines, alpha up to ~38% (verified)"
usage:
evidence_status: observed
placement: "Anchored to one edge or corner and bleeding off the frame, with the center of the contours offset from the type. Behind content, never over it."
surfaces: "Shown on white in the guidelines. The transparent lines also sit on Lite Grey and Dark Mode."
scale: "Large: the contours fill most of a slide's height."
forbidden_modifications:
- "recolor the lines away from Rumble Green"
- "raise opacity so the lines compete with type"
- "redraw, trace, or generate a substitute pattern"
- "place the contour center directly behind a headline"
forbidden_modifications_evidence_status: inferred
```
## Color
```yaml
color:
tokens:
rumble_green:
hex: "#85C742"
role: primary
semantic_name: "Rumble Green"
usage_rule: "Primary brand color: the main logo and key brand elements."
perceptual_descriptors: ["saturated", "lush"]
evidence_status: brand_declared
extensions:
encoded:
pantone: "PMS 360C"
stated_meaning: "Harmony, tranquility, peace; stability and endurance; growth and renewal; optimism, hopefulness, and balance (the guidelines' own description of green)."
dark_mode:
hex: "#061726"
role: secondary
semantic_name: "Dark Mode (navy blue)"
usage_rule: "Core supporting color, paired closely with Rumble Green for backgrounds, typography, and UI surfaces."
evidence_status: brand_declared
woke_green:
hex: "#4C8800"
role: accent
semantic_name: "Woke Green"
usage_rule: "Use in place of Rumble Green when more contrast is needed or Rumble Green is too light to see clearly."
evidence_status: brand_declared
extensions:
encoded:
pantone: "PMS 364C"
fjord:
hex: "#495A6A"
role: neutral
semantic_name: "Fjord"
usage_rule: "Accent. Use sparingly for small details."
evidence_status: brand_declared
extensions:
encoded:
inferred_use: "Measures 7.1:1 on white, so it is legible as secondary text. Not a guideline rule."
inferred_use_evidence_status: inferred
fierce_red:
hex: "#F23160"
role: accent
semantic_name: "Fierce Red"
usage_rule: "Accent. Highlight small details; never dominate a composition."
evidence_status: brand_declared
bone_grey:
hex: "#D6E0EA"
role: neutral
semantic_name: "Bone Grey"
usage_rule: "Foundational neutral for clean, open, legible layouts."
evidence_status: brand_declared
lite_grey:
hex: "#F3F5F8"
role: neutral
semantic_name: "Lite Grey"
usage_rule: "Foundational neutral for clean, open, legible layouts."
evidence_status: brand_declared
white:
hex: "#FFFFFF"
role: surface
semantic_name: "White"
usage_rule: "Foundational neutral."
evidence_status: brand_declared
text:
hex: "#061726"
role: text
usage_rule: "Dark Mode as text color on light surfaces."
evidence_status: brand_declared
text_inverse:
hex: "#FFFFFF"
role: text-inverse
evidence_status: brand_declared
surface_inverse:
hex: "#061726"
role: surface-inverse
usage_rule: "Dark Mode as background."
evidence_status: brand_declared
approved_pairs:
- { foreground: text, background: white }
- { foreground: text, background: lite_grey }
- { foreground: text, background: bone_grey }
- { foreground: text_inverse, background: surface_inverse }
- { foreground: rumble_green, background: dark_mode }
- { foreground: dark_mode, background: rumble_green }
- { foreground: fjord, background: white }
- { foreground: fierce_red, background: dark_mode, context: "small accents only" }
- { foreground: woke_green, background: white, context: "large text (18pt+, or 14pt bold) and graphics only" }
forbidden_pairs:
- { foreground: rumble_green, background: white, reason: "Too light for text or thin elements; the guidelines call for Woke Green here. The official logo artwork is the exception." }
- { foreground: rumble_green, background: lite_grey, reason: "Same as above." }
- { foreground: white, background: rumble_green, reason: "Fails contrast for text. The white brandmark alone is acceptable." }
- { foreground: fierce_red, background: rumble_green, reason: "Fails contrast." }
- { foreground: fjord, background: dark_mode, reason: "Fails contrast." }
extensions:
encoded:
source: "G slide 9"
stated_hierarchy: "Rumble Green and Dark Mode lead. White and light greys are the foundational neutrals. All other colors are accents used sparingly."
contrast_method: "WCAG 2.x relative luminance computed by Encoded from the declared hex values."
contrast_evidence_status: observed
contrast_ratios:
text_on_white: "18.1:1"
text_on_lite_grey: "16.6:1"
text_on_bone_grey: "13.6:1"
text_inverse_on_surface_inverse: "18.1:1"
rumble_green_on_dark_mode: "8.9:1"
fjord_on_white: "7.1:1"
fierce_red_on_dark_mode: "4.6:1"
woke_green_on_white: "4.35:1"
rumble_green_on_white: "2.1:1"
rumble_green_on_lite_grey: "1.9:1"
fierce_red_on_rumble_green: "1.9:1"
fjord_on_dark_mode: "2.6:1"
pair_selection_evidence_status: inferred
pair_selection_note: "The guidelines name the colors and their roles but list no explicit pairs. These pairs apply the stated roles and measured contrast."
```
## Typography
```yaml
typography:
families:
inter_tight:
family: "Inter Tight"
fallback_stack: ["Inter", "Helvetica Neue", "Arial", "sans-serif"]
weights: [400, 500, 600]
styles: ["normal"]
source: "Google Fonts"
license_note: "SIL Open Font License 1.1 (Google Fonts distribution)."
character: "Brand typeface. Regular, Medium, and Semi Bold are shown in the guidelines."
evidence_status: brand_declared
roles:
display: inter_tight
body: inter_tight
ui: inter_tight
extensions:
encoded:
source: "G slides 7–8"
hierarchy:
rule: "All type follows a consistent three-level hierarchy in Inter Tight, left-aligned."
levels:
headline: { weight: 400, reference_size: "about 60pt" }
sub_headline: { weight: 400, reference_size: "about 32pt" }
body: { weight: 400, reference_size: "about 12pt" }
relative_scale: "about 5 : 2.7 : 1 (headline : sub-headline : body)"
note: "Sizes are not exact; they show relative scale so designers and AI keep the same structure (the guidelines' own wording)."
evidence_status: brand_declared
wordmark_note: "The 'rumble' wordmark is custom lettering, not Inter Tight. Use the official asset."
```
Headlines use Regular, not Bold. The guidelines get their confidence from scale and left alignment, not weight. Medium and Semi Bold exist in the family for emphasis and UI. **Gap:** where exactly to use them is not specified.
## Layout
```yaml
layout:
grid:
alignment: "Left-aligned type throughout."
hierarchy: "Headline, sub-headline, body. Three levels, with large jumps in scale between them."
whitespace: "White and light greys keep layouts clean, open, and legible. Green and Dark Mode carry key elements; accents stay in small details."
evidence_status: brand_declared
forbidden_compositions:
- "centered text blocks (contradicts the left-aligned rule)"
- "more than three type levels in one composition"
- "accent colors (Fierce Red, Fjord) used as dominant fields"
- "Rumble Green body text on white"
- "a headline whose last line is a single word"
- "a highlighted phrase split across lines, or a line that ends on its first word"
- "a logo touching an eyebrow label, headline, or slide edge"
extensions:
encoded:
headline_setting:
evidence_status: inferred
rule: "Break headlines at phrase boundaries so lines are close in length. Never leave one word alone on the last line. Keep a color-highlighted phrase on a single line, starting at the beginning of a line or after a complete phrase, never after a dangling article such as 'a' or 'the'."
implementation: "Set an explicit max-width in characters (about 18 to 24 per line at headline size), use text-wrap: balance, and insert manual line breaks or non-breaking spaces where balance alone strands a word. Check every headline at the final rendered width."
examples:
- avoid: "Three ways to sponsor Wednesday / night."
prefer: "Three ways to sponsor / Wednesday night."
- avoid: "Clear rules, a human review, and a / Wednesday slot waiting for you."
prefer: "Clear rules. Human review. / A Wednesday slot waiting for you."
logo_spacing:
evidence_status: inferred
rule: "Until Rumble specifies clear space, keep at least the height of the brandmark as clear space between the logo and any text, including eyebrow labels."
source: "G slides 8–9"
forbidden_compositions_evidence_status: inferred
forbidden_compositions_note: "Derived from the declared left-alignment, three-level hierarchy, accent, and contrast rules. Not listed in the guidelines."
```
## Imagery
**Gap.** No canonical imagery guidance has been recorded. No photographic, illustration, or iconography rules are stated here, and none are implied.
## Motion
**Gap.** No motion guidance was supplied.
## Interop artifacts
`brand.json` (AdCP) and `DESIGN.md` are deterministic projections of this file. They are not hand-authored here; the Encoder generates them from the same data.
---
bcp_version: "1.1.1"
file_type: voice
parent: /.well-known/brand.md
last_updated: 2026-10-03
---
# Voice
Rumble sounds like someone who has made up their mind and is glad you showed up. It is confident without being corporate, bold without being combative, and plain enough that a creator, a viewer, and a media buyer all read the same sentence the same way. The conviction is about the principle — a free and open internet, creators in control — never about a side. [G slides 2, 5]
## Essence
```yaml
essence:
mission: "to protect a free and open internet"
mission_source: "G slide 2, approved external boilerplate"
promise: "Control back in the hands of creators, businesses, and users: over content, distribution, and monetization."
promise_source: "G slide 2, mission and positioning statements (paraphrased)"
current_frame: "The vibrant, unfiltered home of the human voice, as the internet fills with synthetic sameness."
current_frame_source: "I p.3 (investor-facing description of the Rumble media business, June 2026)"
evidence_status: brand_declared
```
## Personality traits
The five traits are declared on the guidelines' mission slide. The `is` / `not` pairs and descriptions are Encoded's operational reading of them, labeled `inferred`.
```yaml
traits:
- is: "Engaging"
not: "Lecturing"
description: "Write to be read and shared: lead with what the reader gets, not what the company did."
evidence_status: inferred
- is: "Independent"
not: "Contrarian for its own sake"
description: "Independence is about creators owning their work and their audience, not about picking fights."
evidence_status: inferred
- is: "Confident"
not: "Hedging"
description: "Active voice, plain verbs, a clear point of view. No 'we believe we may be able to'."
evidence_status: inferred
- is: "Rooted in values"
not: "Partisan"
description: "State the principle (open dialogue, free expression, creator control) instead of a position on an issue or a party."
evidence_status: inferred
- is: "Bold"
not: "Reckless"
description: "Big claims are welcome when claims.md supports them. Boldness lives in tone and word choice, not in unproven numbers."
evidence_status: inferred
traits_source: "G slide 2 lists: Engaging, Independent, Confident, Rooted in Values, Bold."
```
## Tone by channel
These five contexts and their avoid lists come straight from the guidelines' persona tone slide. They are the most specific voice rules Rumble has written down.
```yaml
channel_tone:
social:
tone: ["bold", "well-informed", "clever", "authentic"]
avoid: ["bias"]
evidence_status: brand_declared
creators:
tone: ["straightforward", "helpful", "informative", "short-form"]
avoid: ["redundancy", "passive voice"]
evidence_status: brand_declared
pr_corporate_site_blog:
tone: ["short-form industry announcements", "high-level company overview"]
avoid: ["negative wording", "passive voice", "unsubstantiated statistics", "the word 'neutral'"]
evidence_status: brand_declared
note: "After 18 June 2026, corporate and financial announcements come from RUM Group. Rumble-branded PR covers the media business."
user_newsletter:
tone: ["informative", "corporate", "entertaining", "engaging"]
avoid: ["political views", "redundancy", "passive voice"]
evidence_status: brand_declared
rac_advertising_center:
tone: ["informative", "helpful", "concise", "well-researched"]
avoid: ["redundancy", "passive voice"]
evidence_status: brand_declared
source: "G slide 5"
```
Avoiding passive voice is the one rule that appears in four of the five contexts, which makes it the closest thing Rumble has to a house style rule.
## Audience one-liners
These are the guidelines' approved persona one-liners: the shortest version of Rumble for each reader. Some contain comparative superlatives that have no public substantiation. Those phrases are marked, and claims.md sets their status.
```yaml
messaging_tiers:
advertiser:
one_liner: "The fastest-growing video-sharing platform, Rumble allows advertisers to reach an engaged audience that values boldness and authenticity."
usable_without_substantiation: "Rumble allows advertisers to reach an engaged audience that values boldness and authenticity."
flagged: ["fastest-growing"]
creator:
one_liner: "A high-growth video-sharing platform, Rumble supports independent creators with the most generous profit sharing in the industry."
usable_without_substantiation: "A high-growth video-sharing platform, Rumble supports independent creators."
flagged: ["most generous profit sharing in the industry"]
client_supplied_lines:
- line: "Monetize on day one."
status: "Usable with caveat. No audience threshold on the first upload; ads start after a 1-5 day review (claims.md, monetize-on-day-one)."
- line: "The best creator economics, period."
status: "Held back. Unsubstantiated absolute superlative (claims.md, best-creator-economics)."
user:
one_liner: "Rumble is a video-sharing platform that gives you the freedom to be entertained and informed with a variety of exclusive content, including news, politics, gaming, action sports, and more."
flagged: []
candidates_hr:
one_liner: "Advance your career with a company that values innovation, creative independence, teamwork, and personal growth."
flagged: []
investors:
one_liner: "Maximize your financial portfolio with Rumble, the fastest-growing video-sharing platform that continues to grow at an exponential rate."
flagged: ["fastest-growing", "exponential rate", "maximize your financial portfolio"]
note: "Investor communication now belongs to RUM Group (NASDAQ: RUM). A promise to maximize a portfolio is a performance claim; claims.md marks it forbidden."
publisher_legacy:
one_liner: "Rumble Cloud provides a secure, fair, and transparent hosting environment anchored to the values of free speech."
status: "Legacy. Rumble Cloud is part of Quake AI as of 17 June 2026. Not a Rumble-brand message."
source: "G slide 4; flags from claims.md"
evidence_status: brand_declared
```
## Vocabulary
```yaml
vocabulary:
prefer:
- word: "creators"
use: "The people who make Rumble. Prefer 'creators' to 'users' or 'content producers' when talking about people who publish."
- word: "independent"
use: "Describes creators and the brand's stance. Concrete, not ideological."
- word: "free and open internet"
use: "The mission phrase. Use as written."
- word: "control"
use: "Over content, distribution, and monetization: the three things the positioning names."
- word: "open dialogue"
use: "The brand story's own words for what Rumble protects. Pairs with 'diverse opinions' and 'authentic expression'."
- word: "the human voice"
use: "The June 2026 frame for why Rumble matters as AI content grows. Use for brand and editorial work, not product UI."
avoid:
- word: "neutral"
why: "Named directly in the guidelines' PR / corporate avoid list."
- word: "uncensorable"
why: "An absolute claim the Terms of Service contradict. Rumble enforces content rules. Same for 'unremovable' and 'immune'."
- word: "users"
context: "when referring to creators"
why: "Turns creators into inventory. Use 'viewers' for the audience and 'creators' for the people who publish."
- word: "empowering communities"
why: "Generic corporate warmth. Same for 'unlock' and 'leverage' in new copy. See voice/anti-ai.md."
exception: "The current official boilerplate says 'unlocking reach, scale, and monetization'. Reproduce it verbatim when you use it (claims.md, current-boilerplate). The preference covers new writing only."
- word: "the alternative to YouTube"
why: "Defines Rumble by a competitor. See representation.md."
substitutions:
- prefer: "Creators keep control of their content and how it earns."
avoid: "We empower creators to unlock their potential."
example: "Your audience. Your content. Paid directly in your Rumble Wallet."
- prefer: "Rumble hosts open dialogue."
avoid: "Rumble is a neutral platform."
example: "Rumble is where creators with different views publish to the people who want to hear them."
- prefer: "Rumble enforces clear content rules and hosts a wide range of independent voices."
avoid: "On Rumble, anything goes."
example: "Rumble's terms prohibit hate speech, pornography, incitement, and illegal content. Inside those rules, creators decide what to say."
```
## Sentence mechanics
- Active voice, every channel. Name who acts: "Creators get paid," not "Payments are distributed."
- Short sentences. Cut the second sentence if it repeats the first. Redundancy is on three of the five channel avoid lists.
- Lead with the reader's benefit, then the proof.
- Left-aligned, three-level hierarchy (headline, sub-headline, body) in visual layouts. See visual.md.
- Sentence case for headlines unless an asset shows otherwise. **Gap:** the guidelines do not state a casing rule. Existing marks use a lowercase wordmark; do not imitate the lowercase wordmark in running text. Write "Rumble", capitalized.
- Numbers come with a date and a source, or not at all. See claims.md.
## Do and don't
| Do | Don't |
| --- | --- |
| "Go live with Rumble Studio. Take payments straight from your audience in Rumble Wallet." | "Rumble is excited to announce an innovative new way for content creators to potentially monetize." |
| "Reach an engaged audience that values boldness and authenticity." | "Reach the fastest-growing audience on the internet." (unsubstantiated) |
| "News, politics, gaming, action sports, and more." | "Content the mainstream media doesn't want you to see." (political framing, biased) |
| "Rumble protects a free and open internet." | "Rumble is a neutral platform." |
## Voice samples
Short, dated quotations from Rumble's CEO. They show conviction, not copy to reuse.
- "As artificial intelligence makes knowledge abundant, the scarcest and most valuable resource on Earth becomes the one thing machines can't manufacture: human imagination." Chris Pavlovski, Chairman and CEO, 17 June 2026. [R]
- "Adding Tether's USA₮ stablecoin to the Rumble Wallet is a huge win for creators." Chris Pavlovski, 18 February 2026. [W]
- "WWE Main Event will be a key pillar in Rumble's expanding sports programming lineup." Claudio Ramolo, Chief Content Officer, 24 September 2026. [S]
Together they show the register: concrete subjects (the wallet, a named show), short declaratives, and a creator or fan benefit stated plainly.
## Gaps
No standalone voice guide, glossary, or example library was supplied beyond the guidelines' five tone contexts. Long-form editorial voice, crisis communications, and localization are not documented. Those remain gaps, not invented rules.
---
bcp_version: "1.1.1"
file_type: anti_ai
parent: /.well-known/brand/voice.md
last_updated: 2026-10-03
---
# Anti-AI
For most brands this file is hygiene. For Rumble it is close to the point. RUM Group's June 2026 framing puts Rumble on the side of the human voice against "synthetic sameness" [I p.3]. Copy that reads as machine-averaged works against the brand's own argument, whatever it says.
```yaml
community_reference:
- url: "https://encodedbrands.ai/.well-known/brand/voice/anti-ai.md"
rationale: "Shared baseline of generic AI-writing patterns. Brand additions below restate the ones that matter most for Rumble."
brand_additions:
- type: phrase
pattern: "empowering communities"
rationale: "Generic warmth that hides the specific promise: creators control their content, distribution, and monetization."
example: "Rumble empowers communities to share their voices."
- type: phrase
pattern: "at the intersection of"
rationale: "Abstract category language. Rumble is a video platform; say so."
example: "Rumble sits at the intersection of media, technology, and freedom."
- type: phrase
pattern: "in today's rapidly evolving landscape"
rationale: "Filler opener that delays the point. The channel guidelines ask for short-form and concise."
example: "In today's rapidly evolving digital landscape, creators need..."
- type: word
pattern: "neutral"
rationale: "Named in the guidelines' PR / corporate avoid list. Models reach for it when describing platforms that host debate."
example: "Rumble is a neutral platform for all viewpoints."
- type: word
pattern: "uncensorable"
rationale: "Absolute language the Terms of Service contradict. Models generate it from the free-speech theme."
example: "Rumble is the uncensorable home of free speech."
- type: structure
pattern: "passive constructions that hide the actor"
rationale: "Passive voice is on four of the five channel avoid lists. Generated copy defaults to it in announcements."
example: "New monetization features have been introduced for creators."
- type: structure
pattern: "repeating the same point in two consecutive sentences"
rationale: "Redundancy is on three of the five channel avoid lists."
example: "Rumble gives creators control. With Rumble, creators are in control."
- type: structure
pattern: "triplet slogan lists of abstract nouns"
rationale: "Machine rhythm ('freedom, innovation, and community') replaces the concrete: news, politics, gaming, action sports."
example: "Built on freedom, innovation, and community."
- type: structure
pattern: "partisan or culture-war shorthand for the brand"
rationale: "Reduces a free-expression platform to a political tribe. The social and newsletter guidelines avoid bias and political views."
example: "The right-wing YouTube."
- type: structure
pattern: "defining Rumble by what it is not or by a competitor"
rationale: "'Not another Big Tech platform' or 'the YouTube alternative' borrows the incumbent's frame."
example: "Unlike YouTube, Rumble doesn't censor."
- type: opener
pattern: "Rumble is excited to announce"
rationale: "Corporate-announcement opener. Short-form announcements lead with the news."
example: "Rumble is thrilled to announce the launch of..."
- type: closer
pattern: "Join the movement."
rationale: "Generic rallying closer that turns a product into a cause and implies a political movement."
example: "The future of free speech is here. Join the movement."
```
## What survives the filter
- A named person, product, or number with its date: "Rumble Wallet supports USA₮, USD₮, XAU₮, and Bitcoin."
- The specific content mix: news, politics, gaming, action sports.
- The principle stated once and not decorated: "Rumble protects a free and open internet."
- Concrete creator stakes: the audience, the content, the payment.
## Calibration
The brand is bold. Removing machine patterns does not mean removing conviction. A confident, short, active sentence with one real claim from claims.md is the target. A cautious, balanced, adjective-heavy one is not.