Terms and Privacy Links Missing

Why This Rejection Happens

Your Call-to-Action (CTA) text mentions "Terms" and "Privacy Policy," but they are just plain text, not clickable links. Alternatively, they are clickable but lead to a dead page (404) or a generic homepage instead of the specific legal document.

• "See Privacy Policy" text is not hyperlinked.
• Links go to `example.com/#` (placeholder).
• Links open a PDF download instead of a web page.
• Terms of Service page is missing entirely from the website.

Root Cause Analysis

Primary Triggers

• Accessibility: The consumer must be able to read the terms they are agreeing to before they agree. If they can't click to read it, the consent is invalid.
• Broken Infrastructure: You moved your site to a new host and the permalinks changed (e.g., from `/privacy-policy` to `/privacy`), breaking the links in your CTA footer.

Link Requirements

Step-by-Step Remediation

Audit Your CTA

Go to your signup form. Hover over the words "Privacy Policy" and "Terms". Does your cursor change to a pointer? If you click them, do they open the correct page in a new tab?

Fix the HTML

Edit your form footer. Ensure you are using proper HTML anchor tags.

Pre-Resubmission Checklist

• Both "Terms" and "Privacy Policy" are hyperlinked.
• Links open in a new tab (target="_blank") so users don't lose the form.
• Destination pages are live (status 200), not 404s.

Fix It Faster

Get compliant disclosure HTML.

Missing Pages?

We can host a Terms of Service page for you if you don't have a website developer.

What reviewers check for code 852

The call to action (CTA) is every place a consumer is invited to opt in: web forms, keyword ads, signage, receipts, QR codes and checkout pages. Reviewers check that each CTA is publicly accessible and contains the full CTIA disclosure set in close proximity to the opt-in action. A CTA that is behind a login, only described in words, or missing any single disclosure fails vetting.

For code 852 (Terms and Privacy Links Missing), the missing piece is the SMS terms and conditions link. The CTA must link to SMS terms that describe the program, frequency, fees, HELP and STOP instructions, the carrier liability disclaimer and the privacy policy. General website terms of use without SMS terms do not satisfy this requirement.

Where code 852 comes from

Code 852 is a vetting rejection reason applied during brand or campaign review and passed back to you by your CSP. It identifies the specific deficiency the reviewer found, so fixing exactly that item is the fastest route to approval. It is marked High severity: it blocks approval, but it is fully fixable by correcting the submission and resubmitting.

Example: call to action for a dental practice

The example below uses a fictional dental practice, Brightside Dental, to show the difference between a submission that triggers code 852 and one that passes.

Rejected:

Text SMILE to (555) 214-0193 to get appointment reminders and recall notices from Brightside Dental. Up to 4 msgs/month. Msg & data rates may apply. Reply HELP for help. Reply STOP to opt out. Privacy Policy: brightsidedental.com/privacy

Approved:

Text SMILE to (555) 214-0193 to get appointment reminders and recall notices from Brightside Dental. Up to 4 msgs/month. Msg & data rates may apply. Reply HELP for help. Reply STOP to opt out. Privacy Policy: brightsidedental.com/privacy | SMS Terms: brightsidedental.com/sms-terms

Fix and verify before resubmitting

1. List every CTA location in the campaign and provide a public URL or screenshot for each.
2. Add the SMS terms and conditions link where code 852 flagged it, using the approved wording for Brightside Dental's program shown above.
3. Confirm each CTA shows the full disclosure set, not only the primary website form.
4. For printed or in-store CTAs, upload a photo or proof that shows the disclosure text legibly.
5. Remove pre-checked boxes and any language making consent a condition of purchase.
6. Re-test links from the CTA to the privacy policy and SMS terms.
7. Resubmit with a note that references code 852 and quotes the corrected SMS terms and conditions link.

Sample resubmission note

Many CSPs let you add a note for the reviewer when you resubmit. A short, specific note shows what changed and speeds up the second review. Example for Brightside Dental:

Brightside Dental corrected the deficiency reported as code 852 (Terms and Privacy Links Missing). Changes made: list every CTA location in the campaign and provide a public URL or screenshot for each; add the SMS terms and conditions link where code 852 flagged it, using the approved wording for Brightside Dental's program shown above; confirm each CTA shows the full disclosure set, not only the primary website form. All URLs, keywords and auto-replies were re-tested from an external network before this resubmission, and the campaign text now matches the live opt-in exactly.

Common mistakes that keep code 852 coming back

• Linking general website terms that never mention text messaging.
• Placing the terms link only in the site footer, away from the opt-in.
• Using a terms URL that returns 404 or requires login.
• Fixing the main web form but leaving signage, receipts or keyword ads unchanged.

Related rejection codes

• Code 3009A: CTA Missing Phone Number
• Code 30909: Call-to-Action Verification Issue
• Code 861: CTA Flows Non-compliant
• Code 806: CTA Location Unclear

Frequently asked questions about code 852

Does code 852 mean the whole campaign is non-compliant?

No. Code 852 points to one gap: the SMS terms and conditions link in your call to action. Fix that gap, check the rest of the submission against the same checklist, and resubmit. Reviewers often list only the first deficiency they find, so a full self-check prevents a second rejection.

Where exactly should the SMS terms and conditions link appear?

Keep the disclosure in the same visual block as the opt-in button, keyword or checkbox. The CTA must link to SMS terms that describe the program, frequency, fees, HELP and STOP instructions, the carrier liability disclaimer and the privacy policy.

Do I fix my live call to action or only the campaign text?

Every live call-to-action location, plus the campaign's description of them. A single non-compliant CTA is enough to fail.

Legal Disclaimer: Code 852 is about the *presence* and *functionality* of legal links. The content of those pages is addressed in other codes (805, 851). Ensure both links work and lead to valid documents.

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