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      "content": "---\nbcp_version: \"0.8\"\nfile_type: anti_ai\nparent: https://registry.brandcontextprotocol.dev/visa-f26a1c9f/.well-known/brand.md\nlast_updated: 2026-09-04\n---\n\n# Anti-AI voice\n\nUse Visa's published content rules, not a generic banned-word list. A word is not off-brand merely because models overuse it; judge whether the sentence is clear, useful, accurate, and appropriate to the context.\n\n```yaml\ncommunity_reference:\n  - url: \"https://design.visa.com/content/voice-and-tone/\"\n    rationale: \"Visa's own public voice-and-tone guidance is the primary reference for this demonstration.\"\n  - url: \"https://design.visa.com/content/messaging/\"\n    rationale: \"Visa's messaging guidance defines how to keep alerts clear, helpful, direct, and non-accusatory.\"\n\nbrand_additions:\n  - type: tone\n    pattern: \"accusatory, patronizing, robotic, vague, or needlessly complex language\"\n    tier: core\n    correction: \"Use neutral, clear, helpful language and give the next useful action.\"\n  - type: structure\n    pattern: \"long setup before the user's action or answer\"\n    tier: default\n    correction: \"Lead with the result or action, then add only the context needed.\"\n  - type: error_message\n    pattern: \"blaming the user or exposing technical codes without explanation\"\n    tier: core\n    correction: \"State what happened calmly and provide the simplest corrective step.\"\n  - type: enthusiasm\n    pattern: \"multiple exclamation points or exaggerated celebration\"\n    tier: default\n    correction: \"Use restrained, context-appropriate energy; at most one exclamation point on a page or view.\"\n  - type: jargon\n    pattern: \"undefined acronyms or specialist payment terminology for a general audience\"\n    tier: core\n    correction: \"Use plain language or define the term on first use.\"\n  - type: claim\n    pattern: \"generic superlatives, fabricated certainty, or unsupported security guarantees\"\n    tier: core\n    correction: \"Use a sourced, qualified claim or remove it.\"\n  - type: localization\n    pattern: \"idioms, puns, or culture-specific wordplay that does not travel across markets\"\n    tier: default\n    correction: \"Choose globally understandable wording.\"\n```\n\n## Final test\n\nBefore approving copy, ask:\n\n1. Is the action or answer easy to find?\n2. Does the language sound active, readable, and human?\n3. Is it neutral and direct unless the context calls for a supported tone flex?\n4. Does it identify the correct actor—Visa, the issuer, the merchant, or another party?\n5. Are claims and metrics sourced, qualified, and current enough for the use?\n\nSource: https://design.visa.com/content/voice-and-tone/\n",
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