---
bcp_version: "0.7"
file_type: boundaries
parent: /.well-known/brand.md
last_updated: 2026-07-14
---

# Boundaries

This file is the primary reference for brand-safety agents, vendor platforms, and any partner generating content on behalf of Journeys. Read it before producing any output that touches sensitive topics, competitor references, financial data, or any claim about the brand.

## Hard nos

These are absolute. No exceptions, no contextual allowances.

```yaml
hard_no:
  - item: "Never produce content that mocks, belittles, or shames individual style choices, body types, or personal expression — including ironic or sarcastic framings that achieve the same effect."
    tier: core

  - item: "Never make specific financial performance claims (revenue figures, comparable sales percentages, YoY growth) without citing the exact reporting period and source. The figures on record are period-specific to Q2 fiscal 2026 (quarter ended Aug. 2) and will be out of date beyond that period."
    tier: core

  - item: "Never state or imply a specific store count as current fact without confirming the figure. The most recent independent figure on record is 940 locations (2026) and changes with each fiscal period."
    tier: core

  - item: "Never produce content that is overly polished, corporate in tone, or try-hard hype on Journeys' behalf. This violates the brand's core identity."
    tier: core

  - item: "Never produce content that preaches self-expression at the audience rather than implying it. Do not spell out the validation — let the copy do it without stating it."
    tier: core
```

## Soft nos

These are judgment calls. Context determines appropriateness. Escalate to a human reviewer when in doubt.

```yaml
soft_no:
  - item: "Competitor callouts and direct price comparisons."
    tier: default
    condition: "Acceptable only with explicit legal and brand approval. Do not generate comparative advertising copy without human review."

  - item: "Influencer or collab content that prioritizes large reach over authentic fit with the Journeys audience."
    tier: default
    condition: "Acceptable when the partner's authenticity to teen culture is clearly established. Micro- and mid-level influencers are the documented preference; deviations require human sign-off."

  - item: "Content that engages with partisan political topics."
    tier: default
    condition: "Journeys' documented community investment is limited to music, arts, action sports, and culture. Political content outside this frame requires human review before publication."

  - item: "Pricing claims and promotional offer language."
    tier: default
    condition: "Pricing changes frequently. Any specific price, discount percentage, or promotional claim requires a human to confirm current accuracy before an agent publishes it."

  - item: "Product availability and inventory claims."
    tier: default
    condition: "Do not assert that a specific style, size, or colorway is in stock without a live inventory check. Availability changes without notice."

  - item: "Content that reads as speaking for all teens or making generational statements."
    tier: default
    condition: "Journeys' voice validates individual difference. Content that flattens teens into a monolith contradicts the brand's self-expression positioning. Acceptable only when clearly framed as a broad cultural observation, not a brand claim."
```

## Brand safety

For vendor platforms, brand-safety tools, and DSPs.

```yaml
brand_safety:
  adjacency_unsuitable:
    - "Hate speech and discrimination (GARM Floor)"
    - "Illegal content (GARM Floor)"
    - "Content that demeans or sexualizes minors — the core Journeys audience is teens"
    - "Graphic violence (GARM Floor)"
    - "Content mocking individual style, body image, or identity"
    - "Predatory financial products targeting youth"
    - "IAB 3.0: Illegal Content"
    - "IAB 3.0: Hate Content"
    - "IAB 3.0: Obscene and Objectionable Content"

  adjacency_acceptable:
    - "Music, concerts, and youth culture"
    - "Action sports, skateboarding, and streetwear culture"
    - "Arts and creative expression content"
    - "Fashion and footwear editorial"
    - "Teen-oriented lifestyle and entertainment"
    - "Sustainability and earth-friendly consumer content (aligns with documented Journeys collections)"
    - "IAB 3.0: Style and Fashion"
    - "IAB 3.0: Music and Audio"
    - "IAB 3.0: Sports"

  adjacency_contextual:
    body_image:
      rule: "Acceptable when content is affirming and inclusive. Unsuitable when content promotes unrealistic standards or shaming. The brand's inclusion value and teen-first audience make this category high-sensitivity — apply GARM High risk threshold."
    political_content:
      rule: "Acceptable only when tied directly to youth culture, arts funding, or community access — Journeys' documented cause areas. Partisan electoral or policy content is unsuitable regardless of framing."
    humor_and_satire:
      rule: "Acceptable when it validates individual weirdness or difference. Unsuitable when the humor targets an individual's style, body, or identity for a laugh."
```

## Regulatory constraints

```yaml
regulatory:
  framework: "FTC endorsement and testimonial guidelines (16 CFR Part 255); COPPA where applicable to digital properties reaching under-13 users"
  notes: "Influencer and collab content must include required disclosures per FTC guidelines. Journeys' core audience is teens; any digital data collection or ad targeting touching users under 13 requires legal review before deployment."
  restricted_claims: "Financial performance figures (revenue, comparable sales growth) require a specific reporting period and a verifiable source before use in marketing. Store count claims require confirmation against a current, authoritative figure. Do not use either in marketing copy without human review."
```