{"id":"CPY-013","name":"Urgency must be factual","domain":"copywriting","layer":"sentence","strength":"hard_constraint","human_logic":"IF urgency or scarcity is claimed, THEN verify the real deadline, quantity, capacity, or consequence and disclose material conditions ELSE remove it.","when":{"path":"copy.urgency_or_scarcity.exists","operator":"eq","value":true},"then":[{"action":"verify","target":"copy.urgency_or_scarcity","against":"operational_fact"},{"action":"disclose","target":"copy.urgency_or_scarcity.conditions"},{"action":"delete","target":"copy.urgency_or_scarcity","when":"unverified"}],"else":[{"action":"retain","target":"current_text","reason":"No triggering condition is present."}],"unless":[],"because":"False urgency is deceptive and destroys long-term trust.","diagnostics":[],"examples":{},"source_ids":["WEB-012","WEB-013","BK-035"],"laka":{"smallest_sufficient_intervention":true,"primary_axes":["scope","depth","magnitude","reversibility"]},"requires_facts":["copy.urgency_or_scarcity.exists"],"tests":[{"id":"TST-018","rule_id":"CPY-013","before":"Only three spots left!","after":"Three onboarding appointments remain for September; booking closes when they are filled.","reason":"Use only when operations verify the capacity and period.","assertion":{"if":{"path":"output","operator":"eq","value":"Three onboarding appointments remain for September; booking closes when they are filled."},"then":"pass","else":"review"}}],"sources":[{"id":"WEB-012","title":"Advertising and Marketing Basics","creator":"U.S. Federal Trade Commission","domain":"advertising_compliance","type":"Regulatory guidance","note":"Advertising claims must be truthful, non-deceptive, fair, and appropriately substantiated.","url":"https://www.ftc.gov/business-guidance/advertising-marketing"},{"id":"WEB-013","title":"Advertising Substantiation Policy Statement","creator":"U.S. Federal Trade Commission","domain":"claim_substantiation","type":"Regulatory policy","note":"Objective claims require a reasonable evidentiary basis before dissemination.","url":"https://www.ftc.gov/legal-library/browse/ftc-policy-statement-regarding-advertising-substantiation"},{"id":"BK-035","title":"Influence: The Psychology of Persuasion","creator":"Robert B. Cialdini","domain":"persuasion","type":"Book","note":"Evidence-based principles of influence and ethical persuasion.","url":null}],"defined_in":{"file":"16-copywriting-rules.json","title":"Persuasive and Direct-Response Copy Rules","slug":"copywriting-rules"}}