If you use Facebook to communicate about or administer a promotion, you want to read Facebook’s latest Promotions Guidelines. Promotions are an increasingly popular way for marketers to reach Facebook’s over 400 million monthly active users. After all, if you see an item in your news feed about a friend getting a free burger, or entering to win an Xbox, you’re likely to check out how you can get the same thing.
The new guidelines emphasis more on how contests can *only* be done via “Apps on Facebook” and cannot be conditioned on liking posts, uploading photos etc.
1. Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or an app on a Page Tab.
2. Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.
3. You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.
4. You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.
5. You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.
6. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.
7. You may not use Facebook’s name, trademarks, trade names, copyrights, or any other intellectual property in connection with a promotion or mention Facebook in the rules or materials relating to the promotion, except as needed to fulfill your obligations under Section 2.
a. By “administration” we mean the operation of any element of the promotion, such as collecting entries, conducting a drawing, judging entries, or notifying winners.
b. By “communication” we mean promoting, advertising or referencing a promotion in any way on Facebook, e.g., in ads, on a Page, or in a Wall post.
c. By “contest’ or “competition” we mean a promotion that includes a prize of monetary value and a winner determined on the basis of skill (i.e., through judging based on specific criteria).
d. By “sweepstakes” we mean a promotion that includes a prize of monetary value and a winner selected on the basis of chance.
*** The Latest Updated from FB on 13th May – Urgent, New FB Promotion Guidelines Now is Effect ***
Facebook changed the official promotions guidelines late night May 11th without public notice. While the new document is much clearer and more brief, the two major changes are as follows:
1. Previous FB guidelines were only applicable to promotions (contests and sweepstakes) that were administered inside FB. Clearly FB’s intent (section 7b) is that the new guidelines now also apply to promotions that are administered outside of FB that are also advertised, promoted or referenced on FB pages or profiles. Essentially this means that FB is claiming jurisdiction over all promotions on all pages.
2. The new guidelines prohibit the use of FB like buttons as voting mechanisms. In just one year, the like button is currently the most powerful tool on the internet and FB clearly intends to protect its franchise. As we read the guidelines, this prohibition should be narrowly defined and any issue regarding use of the like button lies within the definition of ‘voting mechanism’ as that is reflected in the structure and mechanics of the promotion.
In other words, any promotion that uses the counts in the like button as the sole means of determining ‘winners’ is now clearly illegal. That said, placing a like button on a promotional tab on FB pages that does not operate as a voting mechanism is clearly legal.
If there anything you don’t understand or not clear, you can Contact FB Directly