What is the Brand Facts Protocol (BFP)?

BFP (Brand Facts Protocol) is an open standard for publishing verifiable brand facts that AI systems can read.

Using BFP, a brand publishes one machine-readable file of sourced, timestamped facts about itself — products, pricing, leadership, locations, history — at a well-known location on its own domain. AI applications and agents read the file instead of reconstructing brand facts from scraped marketing copy and third-party pages.

BFP is a nutrition label for a brand: a standard place, a standard format, and a standard of evidence for the facts a brand puts on the record.

What can BFP enable?

• An AI assistant answering "how much does this cost?" reads current pricing from the brand, dated and on the record, instead of a two-year-old review.
• A shopping agent checks who actually makes a product and whether a certification claim carries a source before recommending it.
• An answer engine distinguishes what a brand states about itself from what third parties say, and attributes each accordingly.
• A brand corrects a fact once, in one file, and every consuming system sees the change with a timestamp.

Why does BFP matter?

• Brands: one authoritative, auditable statement of record. When AI systems describe you inaccurately, there is a canonical file to point to, with a date on every fact.
• AI applications and agents: a clean trust rule. Facts served from a brand's domain of record are what the brand asserts about itself, authenticated by domain control. Third-party claims carry citations or are excluded.
• End users: answers grounded in declared, dated, cited facts rather than stale crawled text.

How it works

One file. https://brand.com/.well-known/brand-facts.json. Domain control is the authentication: only the party controlling the domain can serve the file, so its location is the proof of who is speaking. No certifier required.

Two fact classes. First-party facts (the brand's own affairs: products, pricing, leadership, locations, history) are brand-declared. Third-party claims (awards, rankings, certifications) require an external citation URL or are excluded.

Two access modes. Any crawler or agent fetches the static file. A brand may additionally expose the same facts through a Model Context Protocol server implementing the standard BFP tool set, making the facts queryable from any MCP client. The static file remains canonical.

{
  "bfp_version": "2026-07-30",
  "updated": "2026-07-30T09:00:00Z",
  "brand": { "name": "Acme Coffee Co.", "domain": "acmecoffee.example",
             "description": "Specialty coffee roaster." },
  "facts": [
    { "id": "founded", "category": "history",
      "statement": "Acme Coffee Co. was founded in 2012 in Portland, Oregon.",
      "as_of": "2026-07-30", "source": "brand-declared" },
    { "id": "b-corp", "category": "claims",
      "statement": "Acme Coffee Co. is a certified B Corporation.",
      "as_of": "2026-07-30",
      "source": "https://www.bcorporation.net/en-us/find-a-b-corp/company/acme-coffee" }
  ]
}

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