---
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.