diff --git a/src/controllers/elements.js b/src/controllers/elements.js
index e251450552..836348c55f 100644
--- a/src/controllers/elements.js
+++ b/src/controllers/elements.js
@@ -1044,6 +1044,10 @@ export default function ElementsController(context, log, env) {
         projects = await service.getOwnedUrlProjects(workspaceId, { brandSemrushProjects });
       }
 
+      // channel is intentionally NOT read/forwarded here — owned-urls always
+      // returns domain_type='Owned' rows by design, regardless of any channel
+      // param a caller sends (unlike cited-domains/domain-urls, which do filter
+      // by channel).
       const allUrls = await service.getOwnedUrls(workspaceId, {
         projects,
         model: query.model || query.platform,
diff --git a/src/support/elements/constants.js b/src/support/elements/constants.js
index 8b390f0b76..e9f945245a 100644
--- a/src/support/elements/constants.js
+++ b/src/support/elements/constants.js
@@ -61,3 +61,20 @@ export function resolveElementModel(value) {
   return ELEMENT_MODELS.includes(mapped) ? mapped : DEFAULT_ELEMENT_MODEL;
 }
 /* c8 ignore stop */
+
+/**
+ * Normalizes a `channel`/content-type value for comparison against the Elements
+ * API's `domain_type` (e.g. `Other`, `Social`, `Owned`, `Earned`,
+ * `Benchmark Competitors`). Callers (UI, S2S) send snake_case (`benchmark_competitors`);
+ * Semrush returns Title Case with spaces. Trims, lowercases, and folds `_`/`-`/whitespace
+ * runs into a single space so both sides collapse to the same canonical form
+ * (`"benchmark_competitors"` and `"Benchmark Competitors"` both → `"benchmark competitors"`).
+ *
+ * @param {string} [value] - Raw channel value from a query param or element field.
+ * @returns {string} Canonical lowercase, space-separated form; `''` if not a string.
+ */
+export function normalizeChannel(value) {
+  return typeof value === 'string'
+    ? value.trim().toLowerCase().replace(/[\s_-]+/g, ' ')
+    : '';
+}
diff --git a/src/support/elements/definitions/cited-domains.js b/src/support/elements/definitions/cited-domains.js
index 7ae4502336..2132fd2473 100644
--- a/src/support/elements/definitions/cited-domains.js
+++ b/src/support/elements/definitions/cited-domains.js
@@ -10,7 +10,7 @@
  * governing permissions and limitations under the License.
  */
 
-import { resolveElementModel } from '../constants.js';
+import { resolveElementModel, normalizeChannel } from '../constants.js';
 
 // Legacy default window is a rolling 28 days (see defaultDateRange in
 // llmo-brand-presence.js). Kept inline here so this definition stays pure and does
@@ -185,13 +185,12 @@ function mergeDomainRows(rowsByProject) {
  */
 function paginateDomains(domainsIn, params = {}) {
   const { page, pageSize } = parsePagination(params);
-  const channel = typeof params.channel === 'string' ? params.channel.trim() : '';
+  const wanted = normalizeChannel(params.channel);
 
   let domains = domainsIn;
   // `channel` = content-type filter, applied client-side (element ignores it server-side).
-  if (channel) {
-    const wanted = channel.toLowerCase();
-    domains = domains.filter((d) => d.contentType.toLowerCase() === wanted);
+  if (wanted) {
+    domains = domains.filter((d) => normalizeChannel(d.contentType) === wanted);
   }
 
   domains = [...domains].sort((a, b) => b.totalCitations - a.totalCitations);
diff --git a/src/support/elements/definitions/domain-urls.js b/src/support/elements/definitions/domain-urls.js
index effd58f758..855dd8b92b 100644
--- a/src/support/elements/definitions/domain-urls.js
+++ b/src/support/elements/definitions/domain-urls.js
@@ -10,7 +10,7 @@
  * governing permissions and limitations under the License.
  */
 
-import { resolveElementModel } from '../constants.js';
+import { resolveElementModel, normalizeChannel } from '../constants.js';
 
 /* c8 ignore start -- LLMO-6160 POC endpoint; unit tests intentionally deferred */
 
@@ -128,7 +128,7 @@ function parsePagination({ page, pageSize } = {}) {
 export function transformDomainUrlsResponse(projectResults = [], params = {}) {
   const { page, pageSize } = parsePagination(params);
   const hostname = String(params.hostname ?? '').replace(/^www\./, '').toLowerCase();
-  const channel = typeof params.channel === 'string' ? params.channel.trim() : '';
+  const channel = normalizeChannel(params.channel);
   const byUrl = new Map();
 
   for (const { region, stats } of projectResults) {
@@ -177,8 +177,7 @@ export function transformDomainUrlsResponse(projectResults = [], params = {}) {
   // `channel` = content-type filter, applied client-side (element ignores it
   // server-side), mirroring cited-domains + the legacy RPC's `p_channel`.
   if (channel) {
-    const wanted = channel.toLowerCase();
-    urls = urls.filter((u) => u.contentType.toLowerCase() === wanted);
+    urls = urls.filter((u) => normalizeChannel(u.contentType) === channel);
   }
 
   urls.sort((a, b) => b.citations - a.citations);
diff --git a/src/support/elements/definitions/owned-urls.js b/src/support/elements/definitions/owned-urls.js
index 7ea3ef5816..ad03889845 100644
--- a/src/support/elements/definitions/owned-urls.js
+++ b/src/support/elements/definitions/owned-urls.js
@@ -10,7 +10,7 @@
  * governing permissions and limitations under the License.
  */
 
-import { resolveElementModel } from '../constants.js';
+import { resolveElementModel, normalizeChannel } from '../constants.js';
 import { dateToIsoWeek } from '../week-utils.js';
 
 /* c8 ignore start -- LLMO-6086 POC endpoint; unit tests intentionally deferred */
@@ -104,9 +104,13 @@ export function buildOwnedUrlsTrendPayload({
  *   urlId ('' — Semrush has no source_urls.id), products ([]), weeklyPromptsCited ([]).
  *
  * Only `domain_type='Owned'` rows are kept (client-side; the element ignores a
- * server-side content-type filter). Returns the FULL owned list sorted by
- * citations desc — the controller applies client-side pagination and then joins
- * traffic for just the page's URLs (Semrush has no server-side pagination).
+ * server-side content-type filter), via {@link normalizeChannel} for a
+ * case/format-insensitive match. This endpoint is owned-only BY DESIGN — unlike
+ * cited-domains/domain-urls, it does NOT take a `channel` param; any such
+ * param on the request is ignored (see the controller). Returns the FULL owned
+ * list sorted by citations desc — the controller applies client-side pagination
+ * and then joins traffic for just the page's URLs (Semrush has no server-side
+ * pagination).
  *
  * @param {Array<{region?: string, stats: object, trend: object}>} projectResults
  * @returns {Array<object>} Full owned-URL list, sorted by citations desc.
@@ -127,13 +131,13 @@ export function transformOwnedUrlsResponse(projectResults = []) {
 
   for (const { region, stats, trend } of projectResults) {
     for (const row of (stats?.blocks?.data ?? [])) {
-      // Owned filter is client-side: the element ignores a server-side
+      // Channel filter is client-side: the element ignores a server-side
       // content-type filter (verified on cited-domains).
       if (!row || row.source == null) {
         // eslint-disable-next-line no-continue
         continue;
       }
-      if (String(row.domain_type ?? '').toLowerCase() !== 'owned') {
+      if (normalizeChannel(row.domain_type) !== 'owned') {
         // eslint-disable-next-line no-continue
         continue;
       }
diff --git a/test/support/elements/constants.test.js b/test/support/elements/constants.test.js
new file mode 100644
index 0000000000..06bd0de397
--- /dev/null
+++ b/test/support/elements/constants.test.js
@@ -0,0 +1,56 @@
+/*
+ * Copyright 2026 Adobe. All rights reserved.
+ * This file is licensed to you under the Apache License, Version 2.0 (the "License");
+ * you may not use this file except in compliance with the License. You may obtain a copy
+ * of the License at http://www.apache.org/licenses/LICENSE-2.0
+ *
+ * Unless required by applicable law or agreed to in writing, software distributed under
+ * the License is distributed on an "AS IS" BASIS, WITHOUT WARRANTIES OR REPRESENTATIONS
+ * OF ANY KIND, either express or implied. See the License for the specific language
+ * governing permissions and limitations under the License.
+ */
+
+import { expect } from 'chai';
+import { normalizeChannel } from '../../../src/support/elements/constants.js';
+
+describe('normalizeChannel', () => {
+  it('returns an empty string for null', () => {
+    expect(normalizeChannel(null)).to.equal('');
+  });
+
+  it('returns an empty string for undefined', () => {
+    expect(normalizeChannel(undefined)).to.equal('');
+  });
+
+  it('returns an empty string for an empty string', () => {
+    expect(normalizeChannel('')).to.equal('');
+  });
+
+  it('returns an empty string for a whitespace-only string', () => {
+    expect(normalizeChannel('   ')).to.equal('');
+  });
+
+  it('lowercases and preserves a snake_case value as spaces', () => {
+    expect(normalizeChannel('benchmark_competitors')).to.equal('benchmark competitors');
+  });
+
+  it('normalizes a Title Case, space-separated value to the same canonical form', () => {
+    expect(normalizeChannel('Benchmark Competitors')).to.equal('benchmark competitors');
+  });
+
+  it('normalizes a hyphenated value the same way as snake_case', () => {
+    expect(normalizeChannel('ai-generated')).to.equal('ai generated');
+  });
+
+  it('collapses repeated separators and trims surrounding whitespace', () => {
+    expect(normalizeChannel('  Benchmark__Competitors  ')).to.equal('benchmark competitors');
+  });
+
+  it('leaves a single-word value unaffected apart from casing', () => {
+    expect(normalizeChannel('Owned')).to.equal('owned');
+  });
+
+  it('collapses repeated internal whitespace to match the snake_case form', () => {
+    expect(normalizeChannel('Benchmark  Competitors')).to.equal('benchmark competitors');
+  });
+});