Read it aloud. Then read it as a stranger.

Founders draft in intent. “We are only sharing education.” “It is a community update.” “The mint is for existing users.” The promotions analysis, at the level this house is competent to talk about operationally, cares what the communication is capable of doing in the world. A stranger in the UK, seeing this page, this thread, this video — would they think a token is being offered to them as something to acquire for return?

If you need a paragraph of context to explain why the stranger is wrong, the stranger is not wrong enough. Rewrite. Remove the incentive. Remove the countdown. Remove the “allocation.” Remove the APY cousin. Remove the screenshot of a price. Point at a product URL and a professional contact. If the piece dies when those are removed, it was never product communication. It was a funnel from 2017.

We apply the test to artefacts the team forgets are communications: app store screenshots, Discord onboarding, a Telegram bot, a conference badge QR, a partner’s newsletter, a founder’s personal account. The register’s channel field exists so that “we only said it in Discord” is not a defence. If it ran, it had a channel. If it had a channel, it needed a row.

The dishonest workaround is geotargeting theatre. Hide the page in the UK, run the thread globally, and claim the UK was carved out. Followers do not respect your CSS. Screenshots travel. A creator with a mixed audience is not a UK carve-out. If you cannot honour a geography lock, do not write one.