Representation and branding

The regulatory exposure from overstating a government relationship is greater than ordinary marketing risk, because the body whose endorsement would be implied is frequently the same body from which certification is sought. This section is normative and applies to the platform, to this site, and to all external material including presentations and press.

• No use of government insignia, emblems, photographs of officials, or scheme branding — including Ayushman Bharat, NHA, ABDM, SAHI and BODH marks — except where explicit written permission or a published brand guideline authorises the specific use.
• No implied endorsement. Placing a photograph of a public official adjacent to product claims implies a relationship that does not exist. This applies even where the photograph is separately licensed.
• No 'sponsored by' or equivalent attribution to any government body absent a sponsorship that exists in writing.
• Compliance claims state their status. 'ABDM-ready', 'ABDM-compliant' and 'ABDM-certified' are not interchangeable, and the third must not be used before certification. The same discipline applies to SAHI adherence and BODH validation.
• No claim without evidence. Every claim traces to the conformance register, and the register states achieved or committed for each.
• Registers travel with the document. Any external version of compliance material must reproduce the conformance register unaltered.