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With this filter it’s possible to customize the first option in a taxonomy-field. Possible would be, for example, choose brand.

The additional parameter $tax returns as object the current taxonomy.

add_filter('at_set_filter_taxonomy_first_label', 'at_set_taxonomie_first_value', 11, 2);
function at_set_taxonomie_first_value($value, $tax) {
	if($tax->name == 'Brand') {
		$value = __('Choose Brand', 'affiliatetheme');
	return $value;

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