Facebook Eases its Promotion Guidelines

On August 27, 2013 Facebook revised its Promotion Guidelines in order to make it easier for business to create and administer promotions on Facebook.

Facebook has removed the requirement that promotions on Facebook only be administered through apps. Now, promotions may be administered on Page Timelines and in apps on Facebook. For example, businesses can now:

  • Collect entries by having users post on the Page or comment/like a Page post
  • Collect entries by having users message the Page
  • Utilize likes as a voting mechanism

In order to maintain the accuracy of Page content, Facebook Pages Terms now prohibit Pages from tagging or encouraging people to tag themselves in content that they are not actually depicted in. For example it is permissible to ask people to submit names of a new product in exchange for a chance to win a prize. However it is not permissible to ask people tag themselves in pictures of a new product in exchange for a chance to win a prize.

The Promotion Guidelines continue to state that the business is responsible for the lawful operation of the promotion, including:

  • The official rules;
  • Offer terms and eligibility requirements (ex: age and residency restrictions); and
  • Compliance with applicable rules and regulations governing the promotion and all prizes offered (for example, registration and obtaining necessary regulatory approvals).

In addition the official rules must continue to have a complete release of Facebook by each entrant or participant and an acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. Although Facebook no longer requires sponsors to disclose that the information collected in the promotion is collected by the sponsor and not Facebook.

In addition to these requirements it is critical to remember that federal and state laws regarding sweepstakes and contests still apply.

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