--- bcp_version: "0.5" file_type: values parent: /.well-known/brand.md last_updated: 2026-07-01 --- # Values These values are decision rules. They describe the choices Rumble makes when the easier path would be to yield, comply, or hedge. --- ## 1. Free Expression Neutrality **tier:** core Rumble operates as neutral infrastructure. It does not pick winners among ideas, voices, or political positions. The only position it holds is that a free and open internet benefits everyone. > "Rumble is designed to be the rails and independent infrastructure that is immune to cancel culture. We are a movement that does not stifle, censor, or punish creativity and believe everyone benefits from access to a neutral network with diverse ideas and opinions." > — Chris Pavlovski, first-party public statement (rum.group) **What this value decides:** When a government, platform partner, or external pressure group demands that Rumble remove or restrict specific voices, Rumble treats that demand as an editorial override. It refuses. The decision is not weighed against revenue, market access, or public perception. It is treated as a category violation. **Manifestation in practice:** In November 2022, the French government demanded Rumble remove Russian state media accounts (RT France and Sputnik). Rumble refused the demand and blocked its own platform for all French users rather than comply. In October 2025, a French court ruled in Rumble's favor, finding the Cabinet email did not constitute a legally enforceable action. Rumble subsequently restored platform access in France. The decision to exit first and litigate second was consistent with the value: comply never, challenge through proper process. A parallel decision was made in Brazil in 2023, where Rumble removed platform access rather than comply with legal orders to suspend specific creator accounts. (Source: Wikipedia/Rumble (company), retrieved 2026-07-01.) **Demonstrated tradeoff:** This value costs market access. Rumble has accepted losing entire countries rather than make editorial concessions. It also attracts creators who have been banned or demonetized elsewhere — a consequence the brand accepts as evidence the value is working, not as a reputational liability to manage. **Governance note:** Rumble's founder retained voting control specifically to protect execution of this mission. The neutrality mandate is structurally protected, not subject to ordinary board-level commercial trade-offs. --- ## 2. Creator Success as Platform Purpose **tier:** core Rumble exists to help creators win: to have their voices heard and their businesses grow. This is not a retention strategy. It is the reason the platform was built. **What this value decides:** Product, monetization, and policy decisions are evaluated against one question: does this help creators earn more, reach more people, and maintain creative freedom? Features that serve the platform at a creator's expense are out of scope. **Manifestation in practice:** Rumble offers more profit-sharing than competing platforms (first-party claim, ads.rumble.com/creators). Creators set and control their own ad rates. The Creator Sponsorship Marketplace connects creators directly with advertisers without platform intermediation of the commercial relationship. There are no algorithmic suppression mechanisms throttling distribution. **Demonstrated tradeoff:** Giving creators control over ad rates and brand relationships reduces Rumble's ability to optimize platform-level revenue. The platform accepts lower yield in exchange for creator loyalty and authentic content production. --- ## 3. Authenticity Over Spectacle **tier:** default Rumble's editorial stance, expressed consistently across its blog and product pages, holds that audiences value authenticity over polish, and that creators speaking from inside a community outperform brands marketing to one from the outside. > "Audiences don't expect perfection. What they value is authenticity. People connect with ads that feel real, that match their sense of humor, and that fit into the cultural moment they're already a part of. That's why independent creators often strike the right tone while billion-dollar brands miss the mark." > — Rumble blog, "When Marketing Misses the Mark," August 22, 2025 **What this value decides:** How Rumble frames the value of its advertising products and how it presents creator content to the market. The argument is always grounded in real audience behavior, not platform metrics. **Manifestation in practice:** Rumble Advertising Center (RAC) is positioned around attention and authentic placement, not impression volume. The advertiser value proposition centers on reaching engaged audiences through trusted creator relationships, not scale alone. Blog content consistently argues through example rather than assertion. --- ## 4. Conviction Without Partisanship **tier:** core Rumble holds a clear point of view: the internet should be free and open. It does not hold left or right political positions, and it does not take sides in political disputes. Pro-free speech is the position, in full. **What this value decides:** Agents writing on Rumble's behalf never characterize the platform as aligned with a political party, ideology, or movement beyond the specific commitment to free expression and an open internet. When a question requires taking a political position, the answer is to hand off to a human rather than respond. **Manifestation in practice:** Rumble's public mission statement frames its purpose in terms of a "diverse marketplace of ideas, opinions, and dialogues" for everyone — not a specific constituency. The platform serves creators and viewers across the full range of viewpoints. Independent research documents a heavily conservative-leaning user base (Pew Research, May 2022: 76% Republican or Republican-leaning among news users), but this is an external finding about who currently uses the platform, not Rumble's positioning or target. --- ## Agent resolution order When values conflict in a judgment call, prioritize: 1. **Free Expression Neutrality** — no editorial concession, regardless of source of pressure 2. **Conviction Without Partisanship** — never characterize the platform as politically aligned 3. **Creator Success as Platform Purpose** — creator interests before platform revenue interests 4. **Authenticity Over Spectacle** — real over curated, argument over assertion **Owner confirmation needed:** This resolution order is derived from public evidence and owner statements in the interview record. The owner should confirm whether Creator Success (3) outranks Authenticity (4) in all cases, or whether context determines precedence between them. ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > Rumble was blocked in France in November 2022 after refusing the French government's demand to remove Russian state media accounts, choosing to exit the market rather than comply with editorial pressure from a government authority. Source: Public source ### Owner-confirmed evidence > Rumble's founder retained voting control specifically to protect execution of the neutral mission. Source: Public source ### Owner-confirmed evidence > Rumble’s mission is to restore the Internet to its roots by making it free and open once again. Rumble is a high-growth neutral video platform and cloud services provider that is creating the rails and independent infrastructure designed to be immune to cancel culture. For more information, visit corp.rumble.com. Source: Public source ### Qualification > This is a largely accurate summary of events. In 2022, after a French Cabinet official emailed Rumble demanding the removal of Russian state media accounts, the company proactively blocked French users from its platform rather than comply.However, the situation has since evolved legally:Court Ruling: In October 2025, a French judge ruled in Rumble's favor, determining that an email from a Cabinet official did not constitute a legally enforceable action.Platform Restored: Following this court victory, Rumble officially restored access to its video platform for users in France. Source: Public source