Conflict Register (human-readable view)

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Companion to: Layered Enforcement (§11) · Schema (_data/rules/schema.yaml) · Precedence Algorithm (_data/rules/precedence.yaml) · Canonical Register (_data/rules/conflict-register.yaml). This page is the hand-maintained human-readable twin of the canonical YAML. Rules read top-to-bottom, grouped by domain. For full schema details and machine-readable definitions, use the YAML.

How to read this page

Each rule lists:

• ID—stable identifier; matches the YAML
• Default—the value at the General layer (or null if there’s no general rule and the rule is additive only)
• Overrides—per-layer overrides with a selector (which content this applies to), a value, source, rationale, and kind (override / additive / restriction)
• Resolution—how the precedence algorithm resolves the rule

Resolution always walks layers [platform, format, persona, general] from highest precedence to lowest; the first matching override wins. Some rules have precedence: [general] to indicate the rule is never overridable (system-wide compliance).

Headline rules

headline.char_count—H1 character count range

• Default: 80–100 (docs/brand-guidelines.md §1.2)
• Overrides:
  • format=everything-to-know → 80–150 (docs/everything-to-know.md). Audience expects more headroom
  • platform=apple-news → 90–120, sweet spot 110–119, data-validated (docs/platform-apple-news.md §10.2)
  • platform=smartnews → 70–90, data-validated (docs/platform-smartnews.md §10.1). 70–79 is acceptable—extends below the universal minimum
  • distribution=push-notification → 70–89. Mobile devices typically truncate at ~80 chars
  • publication=trend-hunter-b2c → 90–104, sweet spot 90–104, data-validated (docs/trend-hunter-b2c.md §10.4; TH Headline Analysis 2026-06-02, 368 articles). A destination distribution-platform range (apple-news 90–120, smartnews 70–90) takes precedence when platform-bound
• Resolution: Platform → Format → General. For an FAQ on Apple News: 90–120 (platform). For an ETK with no platform set: 80–150 (format). For a generic H1: 80–100 (general). For a TH B2C H1 with no distribution platform: 90–104

headline.intent_advisory · headline.name_expert_advisory · headline.etk_advisory—TH B2C headline advisories (flag-only)

• Default: off (advisory; no universal application)
• Override: publication=trend-hunter-b2c → on (docs/trend-hunter-b2c.md §10.4). All three are flag-only—never gating, never auto-rewrite:
  • intent_advisory—labels the headline’s intent (What/Why/How) and what it drives (What/Why = reach; How = depth)
  • name_expert_advisory—if the body cites a credentialed source/study the headline doesn’t name, suggests surfacing it (the single strongest performance lever)
  • etk_advisory—flags “Everything to Know” framing as a no-lift fallback

headline.seo_title_char_count—SEO title char count

• Default: 50–70 (docs/brand-guidelines.md §1.2)
• Overrides: none (FAQ + Recipe restate the value for emphasis)

headline.promo_title_char_count—Promo / homepage title

• Default: 70–75 (docs/brand-guidelines.md §1.2). Must not be cut off on the homepage
• Overrides: none

headline.meta_description_char_count

• Default: 100–155 (docs/brand-guidelines.md §1.2)
• Overrides: none

headline.formula—required headline formula / template

• Default: [Person/Topic] [Does/Is] [Thing] per §1.2 open principles
• Overrides:
  • format=discover-explainer → What Is [Topic]? / Who Is [Person]? (format §3.1 retired 2026-05-28; rule preserved for historical articles)
  • format=everything-to-know → [Subject]: Everything You Need to Know
  • format=faq → [Topic] [Question Word]: [Specific Question Answered]
  • format=timeline → [Subject]: A Complete Timeline | [Subject]: A Complete Breakdown (verb-less heds permitted under §1.2 exception)
  • format=interview → [Celebrity Name] on [Topic]: '[Quote]' (EXCLUSIVE)
  • format=recap → [Show/Movie Name] Recap: [Number] Biggest Moments From [Episode Title] (UsW alternate: [Show/Movie Name] Ending Explained)
  • format=obituary → [Celebrity Name] Dead: [Descriptor] Was [Age]
  • format=what-to-know-next → [Subject]: What's Happening, Why, and What Could Be Next (forward-looking signal required)
• Resolution: Format → General. Format always wins when set

headline.questions—question-format heds permitted?

• Default: occasional (docs/brand-guidelines.md §1.2)
• Overrides:
  • platform=apple-news → avoid (data-validated). Exception: editorially-curated featured slots
  • platform=smartnews → avoid (data-validated). Read velocity favors clarity
• Resolution: Platform → General

headline.number_lead—number-led heds positive / neutral / avoid?

• Default: neutral (no general rule)
• Overrides:
  • platform=apple-news → avoid (data-validated)
  • platform=smartnews → positive (data-validated)
• Resolution: Platform → General. Two platforms point in opposite directions—same rule, opposite resolution per platform

headline.what_to_know_endings—”What to Know” endings permitted?

• Default: permitted (no general rule)
• Overrides:
  • platform=smartnews → avoid. Worst-performing formula on SmartNews (pct_rank 0.37, p=3.0e-6, n=213)
  • platform=apple-news → avoid for organic; favored only for editorially-curated featured slots
• Resolution: Platform → General

headline.did_you_miss—”Did you miss” patterns

• Default: avoid site-wide. Historically under 100 views median across all surfaces (api/reference.json)
• Overrides: none—never overridable

headline.numerals_in_heds

• Default: body rule (spell out 1–9)
• Overrides:
  • publication=us-weekly → always-numerals
  • publication=womans-world → spell-out-1-to-9 (matches AP)
• Resolution: Platform → General

headline.quote_style—single vs double in heds

• Default: per-destination
• Overrides:
  • publication=us-weekly → single
  • publication=womans-world → single
• Resolution: Platform → General

headline.periods—periods at end of heds permitted?

• Default: at end of complete sentences only (AP)
• Overrides:
  • publication=us-weekly → avoid

headline.ampersands—ampersands in heds

• Default: avoid in heds + text. Reserved for taglines, bylines, reporting credits, R&B, A&R, official/trademarked company names (AP)
• Overrides: none

headline.casing—title case / sentence case

• Default: per-destination (AP allows either)
• Overrides:
  • publication=us-weekly → SEO heds in title case
  • publication=womans-world → title case (CUE main heds in sentence case per §6.1)
  • distribution=cue → sentence case (per §6.1)

headline.h2_keywords—H2 keyword requirements

• Default: primary keyword required in ≥1 H2; secondary keywords in other H2s when they fit naturally (§1.2, introduced v1.8.3)
• Overrides:
  • format=faq → every H2 must include a Google Trends or PAA keyword

headline.intro_word_count

• Default: none—80–120 word intro rule retracted site-wide 2026-04-23 (§1.8.1)
• Overrides:
  • format=recipe → 150–350 words (additive)

headline.front_load_keywords

• Default: first 8 words carry the most weight (§1.2). Applies to H1s and SEO titles
• Overrides: none

Body rules

body.word_count—total article body word count

• Default: none (no general target)
• Overrides (all additive—format-specific):
  • format=discover-explainer → 400–800 (format §3.1 retired 2026-05-28; rule preserved for historical articles)
  • format=everything-to-know → 500–1,500
  • format=timeline → 500–2,000
  • format=interview → 500–1,500
  • format=recap → 400–800
  • format=fan-content → 300–500 (shortest of any format)
  • format=obituary → 300–600 (UsW: 500 minimum)
  • format=couple-baby → 200–500 (UsW minimum: 500)
  • format=cast → 400–500 (notably tight)
  • format=what-to-know-next → 700–1,000 with inverted proportionality (~25% / 30% / 45% across Sections 1/2/3) (v1.9.13)

body.faq_block_word_count—per-question/answer block

• Default: none (format-specific only)
• Overrides:
  • format=faq → 100–200 words per H2 answer block (additive). Tightened from 300–500 per content team lead 2026-05-08 (v1.9.1)

body.paragraph_max_sentences—max sentences per paragraph

• Default: none
• Overrides:
  • format=faq → 3
  • publication=trend-hunter-b2c → 3 (short paragraphs for the Curious Optimizer audience)

body.celebrity_names—bold + tag-page linking

• Default: standard inline linking (§1.4)
• Overrides:
  • publication=us-weekly → bold and link tag pages where available (USW house style)

body.italics_targets / body.italics_excluded / body.podcasts_format

• Default italicize: newspapers, magazines, films, books, plays, TV shows, album titles, video games
• Default do NOT italicize: websites, news agencies, blogs, TV networks
• Default podcasts: quotes, not italics
• Overrides: USW and WW restate explicitly

Punctuation rules—load-bearing cross-publication divergences

punctuation.banned_marks—marks flagged for manual removal

• Default: empty (no universal ban—AP + per-publication punctuation rules govern instead)
• Overrides:
  • publication=trend-hunter-b2c → ban em-dash (—), en-dash (–), colon (:), semicolon (;) in public-facing headlines + body, data-validated (docs/trend-hunter-b2c.md §10.4). Hyphens (-) allowed; restructure rather than substitute. Avoid unless a destination platform requires the mark
• Resolution: TH-B2C-scoped only. Woman’s World (no-space em-dash) and US Weekly (AP-spaced em-dash) keep their house styles via punctuation.em_dash_surrounding_spaces—the ban does NOT apply to them

punctuation.em_dash_surrounding_spaces

• Default: true (spaces on both sides—AP standard per ap-compatible-quick.md + ap-compatible-condensed.md)
• Overrides:
  • publication=us-weekly → true (restated; AP-conformant)
  • publication=womans-world → false (no spaces; AMI Women’s Group house-style deviation from AP)
• Resolution: AP + USW = spaces; WW = no spaces. Bear in mind: the WW deviation is the cross-publication rule most likely to drift in mixed-pipeline content. (Bug fixed 2026-05-13: register default was previously inverted to false, incorrectly attributed to AP.)

punctuation.oxford_comma

• Default: false (AP—no serial comma)
• Overrides: USW + WW restate (false)
• Resolution: No publication uses Oxford comma. No conflicts in this register

punctuation.ellipsis_surrounding_spaces

• Default: true (spaces on both sides—AP convention “treat ellipsis as a three-letter word with spaces before and after” per ap-compatible-condensed.md)
• Overrides:
  • publication=us-weekly → true (restated; AP-conformant)

Grammar rules

grammar.couple_verb_agreement—singular vs plural for couples / pairs / duos (excluding mashups)

• Default: singular (AP collective-noun treatment)
• Overrides:
  • publication=us-weekly → plural (AMI exception—”couple takes plural for Us Weekly… all other AMI titles can keep singular, except mashups should always be plural”)
  • publication=womans-world → singular (AMI default)
• Note: Mashups (Brangelina, TomKat) are always plural at every publication

grammar.contractions_avoided

• Default: none
• Overrides (additive):
  • publication=us-weekly → avoid we'd / you'll / you'd / must've / what'd. “It’s” OK. Always write out “he has” / “she has” / “who has”
  • publication=womans-world → same list

Structure rules

structure.sister_rule_heds—onpage / promo / SEO must be sister-style with shared keywords

• Default: false (no general mandate)
• Overrides:
  • publication=us-weekly → true (USW house style; topic / celebrity name front-loaded)

structure.faq_answer_first—first sentence after each H2 must directly answer

• Default: none
• Overrides:
  • format=faq → true (snippet-ready for Google featured snippet capture)

structure.required_article_structure—format-prescribed structure

• Default: none (no general structure prescribed)
• Overrides (additive—every active format prescribes one):
  • format=discover-explainer → required (format §3.1 retired 2026-05-28; rule preserved for historical articles); format=everything-to-know → required (see format pages)
  • format=faq → INTRO 1–2 sentences → H2 keyword-rich question → 1–2 sentence direct answer → 2–4 sentence supporting context → repeat → 3–5 internal links embedded
  • format=timeline → chronological + per-entry photo requirements
  • format=interview → Q&A or narrative
  • format=recap → plot-plus-analysis (pure plot summary explicitly prohibited; forward-looking implications required)
  • format=what-to-know-next → three-section arc (what’s happening / why / what could be next) with inverted proportionality (~25% / 30% / 45%); Status Bar italic line under H1; Forecaster Pull Quote in §2 or §3; Three Signals to Watch boxed callout closing §3; sourced causation in §2; paired prediction-plus-action in §3 (v1.9.13)
  • publication=trend-hunter-b2c → naturally incorporate four elements—What It Is / Why It Matters / Who It’s For / How to Experience It

structure.status_bar—Status Bar element directly under headline

• Default: none (format-specific only)
• Overrides:
  • format=what-to-know-next → REQUIRED—italicized one-line directly under H1: Stage: {Emerging|Building|Peaking|Cresting} · Momentum: {Low|Moderate|High} · Forecast confidence: {Low|Moderate|High}; all three fields required, no “TBD” values (v1.9.13)

structure.forecaster_pull_quote—named-forecaster pull quote

• Default: none (format-specific only)
• Overrides:
  • format=what-to-know-next → REQUIRED—one named-forecaster pull quote per article; named individual + title + institution all required; forward-looking (prediction/interpretation/directional read), NOT definitional; pull-quote visual treatment, NOT inline attribution; placed in §2 or §3 (v1.9.13)

structure.three_signals_to_watch—Three Signals to Watch boxed callout

• Default: none (format-specific only)
• Overrides:
  • format=what-to-know-next → REQUIRED—boxed callout closing §3; exactly three signals (not two, not four); each signal must be concrete and monitorable (date, release, product launch, data point, observable change); vague signals disqualify (v1.9.13)

Voice / tone rules

voice.tone_north_star—specific tone reference / archetype

• Default: “Conversational, confident, specific, human-first—never stiff or institutional” (§1.1)
• Overrides:
  • publication=womans-world → “Pretend you’re talking to Dolly Parton—she’s got an edge to her but isn’t a people-pleaser.” Other tone refs: Ree Drummond, Ina Garten, Martha Stewart, Hoda Kotb, Jenna Bush Hager, Kathie Lee Gifford, the Royal Family, Trisha Yearwood, Reba McEntire, Emmy Lou Harris
  • publication=trend-hunter-b2c → Smart, Approachable, Curious, Practical
  • publication=us-weekly → Conversational, knowing, pop-culture-fluent; treat reader as already familiar with personalities

voice.audience_framing—demographic vs psychographic

• Default: either
• Overrides:
  • persona=curious-optimizer → psychographic-only. “Frame benefits around motivations, not demographics: ‘If you’re optimizing for energy…’ / ‘For anyone curious about…’”
  • publication=trend-hunter-b2c → psychographic-only. “Never assume demographic attributes (age, gender, income, location, relationship status, parental status)”
  • publication=womans-world → psychographic-over-demographic
• Note: Persona AND Platform agree here—both reinforce psychographic framing for TH B2C / Curious Optimizer content

voice.banned_words_aging—words banned for negative aging framing

• Default: none
• Overrides:
  • publication=womans-world → ["old", "struggling", "senior moments", "meno brain", "cankles", "blogger"]. “Meno brain” rationale: studies show companies avoid hiring women 40–60 because of stigma; WW does not contribute to that zeitgeist

voice.banned_phrasing_demographic—demographic-stereotyping phrasings

• Default: none
• Overrides:
  • persona=curious-optimizer → same banned list (CO is a psychographic persona; demographic stereotyping contradicts the persona-by-design)
  • publication=trend-hunter-b2c → ["Millennials are obsessed with...", "Women over 40 should try...", "High-income shoppers prefer...", "Parents will love...", "Gen Z is all about..."]. Strongest anti-pattern; persona is psychographic and spans all demographics

voice.banned_slang—trendy / juvenile slang

• Default: none
• Overrides:
  • publication=trend-hunter-b2c → ["slay", "bestie", "vibes"]
  • publication=womans-world → same list

voice.politics—partisan / political framing

• Default: standard newsroom coverage
• Overrides:
  • publication=womans-world → avoid. “Safe space for everyone; speak across lines with bipartisan, loving tone; frame stories from love; lens of hope”

voice.preferred_substitutions_beauty—preferred WW beauty vocabulary

• Default: none
• Overrides:
  • publication=womans-world → anti-aging → age-defying / skin-firming / brighten / smooth; wrinkle-free → smooth; reverse → refresh; fix → enhance / support; slimming → flattering

Compliance rules—system-wide; mostly NOT overridable

compliance.byline—named individual byline required

• Default: named-individual (§1.5)
• Precedence: [general]—never overridable

compliance.ai_disclosure

• Default: Required on CUE sites only. Exact text: “This article was created by content specialists using various tools, including AI.” Place at top of article body. Also check “Created With AI” checkbox in CUE General section
• Overrides:
  • distribution=cue → apply standard disclosure
  • platform=apple-news → adds requirements beyond standard: AI-generated/assisted articles must include byline or co-byline + tag as AI-generated in News Publisher metadata + include explanation of how AI was used within the article (kind: restriction)

compliance.no_unverified_facts

• Default: all facts must be verified; links must point to reputable sources only
• Precedence: [general]—never overridable

compliance.human_review_required

• Default: no content publishes without human review and approval
• Precedence: [general]—never overridable

compliance.helpful_content

• Default: All 12 §1.7 questions must answer yes
• Precedence: [general]—never overridable

compliance.no_keytakeaways_at_top

• Default: true (no key-takeaways block at top)
• Precedence: [general]—never overridable

quality.health_claim_sources—required source authority for health claims

• Default: “links must point to reputable sources only” (§1.8)
• Overrides:
  • publication=womans-world → cite board-certified physicians, registered dietitians, or peer-reviewed research within 5 years (kind: restriction)

quality.product_recommendations

• Default: none
• Overrides:
  • publication=womans-world → only recommend products under $20 that actually work (additive—WW reader is budget-conscious)

Linking rules

linking.internal_link_count

• Default: 3–5 (§1.4)
• Overrides: FAQ restates 3–5

linking.anchor_text

• Default: Do = full names, show/movie titles, platform names, multi-word descriptive phrases. Don’t = single generic words (exception: a single word that is a proper name—Vogue, Instagram, P!nk); entire/half sentences; “click here”/”read more”; retailers (Walmart, Amazon) unless designated affiliate
• Overrides: none

Media rules

media.hero_image

• Default: none (format-specific)
• Overrides:
  • format=faq → 1,200px+ wide (1,600px+ preferred); 16:9 aspect ratio; 300K+ pixels (additive)

media.platform_thumbnail

• Default: none
• Overrides (additive—platform-specific):
  • platform=apple-news → 300×300px minimum; 1:2 to 3:1 aspect ratio
  • platform=smartnews → media:thumbnail in RSS; 4:3 aspect ratio; 320×240px

media.gifs

• Default: permitted
• Overrides:
  • platform=smartnews → prohibited (SmartView render environment limitations)

media.subtitle_field

• Default: optional
• Overrides:
  • platform=apple-news → required in News Publisher. Apple pulls from first paragraph if blank—first paragraphs rarely excerpt-optimized

CMS rules

cms.required_fields

• Default: per-CMS
• Overrides (additive):
  • distribution=cue → AI Disclosure checkbox · AI Disclosure text at top · Credit line · TH-CSA tag · The Commons tag · Dek (separate field) · Section placement (no generic “Local News” / “Sports”)
  • publication=us-weekly → Flavor text (label-locked) · Category · Tags (must match category) · Content segment · Vertical · Audience category · Featured image (resized; crops set)

Faith rules

faith.god_word_permitted

• Default: editorial-judgment (no general guidance)
• Overrides:
  • publication=womans-world → permitted only in faith pieces. “God” permitted and encouraged when discussing faith topics. Critical rule: apply faith-related guidelines ONLY when content is explicitly about faith, religion, spirituality, or values. Never force faith themes into unrelated content (recipes, beauty tips, etc.)

Discoverability / platform rules

platform.content_categories—platform-specific topic categories

• Default: optional
• Overrides:
  • platform=apple-news → required (additive). Apple News needs topic categories for discoverability (technology, lifestyle, sports, etc.)

platform.publishing_cadence

• Default: none
• Overrides:
  • platform=apple-news → consistent publishing schedule rewarded; irregular cadence depresses algorithmic standing

Format-specific patterns (additive only—format introduces, no general equivalent)

format.faq.pattern_h1

• Default: none
• Overrides:
  • format=faq → [Topic] [Question Word]: [Specific Question Answered]

format.recipe.dek_format

• Default: none
• Overrides:
  • format=recipe → required (see docs/recipe.md for full spec)

format.recap.previous_episode_link

• Default: false
• Overrides:
  • format=recap → true (internal link to previous episode’s recap required)

format.couple-baby.relationship_timeline_link

• Default: false
• Overrides:
  • format=couple-baby → true (internal link to couple’s relationship timeline required)

format.timeline.chronological_order

• Default: false
• Overrides:
  • format=timeline → true (H2 entries must be in chronological order—earliest first; out-of-order entries break the format contract)

Publication-specific rules

publication.us-weekly.brand_italicization

• Default: false (USW-specific)
• Overrides:
  • publication=us-weekly → true (italicize Us with capital U whenever it appears as a brand nod; italicize Us Weekly in body copy)

publication.us-weekly.tv_film_title_italics

• Default: false (USW-specific)
• Overrides:
  • publication=us-weekly → true (TV/film/album/book titles use single quotes in heds, italics in body; single-quoted Title-Cased phrases in body are flagged for italics conversion)

Cross-cutting—explicit-language policy

explicit.headlines_substitutions—approved substitutes for “NSFW” / suggestive language

• Default: ["risqué", "off-color", "cheeky", "racy", "immodest", "lewd", "provocative", "suggestive", "naughty", "bawdy"] (§1.3)
• Precedence: [general]—never overridable
• Note: Adult-themed content / vulgar language is suppressed by Google News, Discover, syndication partner feeds (incl. Apple News). NSFW + sex-acts-language banned in heds, SEO titles, URLs, og:titles, promo titles, meta descriptions

explicit.galleries_stricter

• Default: stricter-than-articles. In galleries, restricted language must be avoided at all times in body, heds, SEO titles, promo, URLs, meta descriptions. No exceptions
• Precedence: [general]—never overridable

Worked-Example Roll-Up

For a piece described as { persona: curious-optimizer, format: faq, platform: apple-news }, here’s the resolved value for every applicable rule:

Notice that Persona, Format, and Platform all contributed independently—no contradictions—and the resolution is deterministic per the precedence algorithm.

Maintenance

When this register changes:

1. Update _data/rules/conflict-register.yaml (canonical, machine-readable)
2. Update this page (docs/conflict-register.md)—hand-maintained twin
3. Update the source doc page (e.g., docs/<format>.md)
4. Bump csa-content-standards version in api/reference.json, master-reference.md
5. Add changelog entry
6. Run scripts/build-downloads.sh to regenerate downloadable copies in assets/sources/ and assets/sources/rules/

For schema changes, update _data/rules/schema.yaml and bump schema_version. For algorithm changes, update _data/rules/precedence.yaml and bump algorithm_version.