• Facebook Changes Promotions Guidelines
  • September 2, 2013 | Authors: Barry M. Benjamin; Lisa Pearson; Lindsay A. Victor
  • Law Firms: Kilpatrick Townsend & Stockton LLP - New York Office ; Kilpatrick Townsend & Stockton LLP - Washington Office
  • This week, Facebook has made changes to its promotions guidelines, making it easier for companies to manage and administer contests from their Facebook Pages. In the past, companies who wished to offer a contest had to use an app to collect entries, as Facebook did not allow companies to use Facebook services to administer a contest. Facebook’s updated Terms now allow companies to run contests either through apps or directly through the business’ Timeline post. According to the new Pages Terms, 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

    Like the old Terms, these promotions are limited to business Pages and cannot be done through personal Pages. Facebook’s updated Pages Terms also prohibit encouraging people to tag themselves in content that they are not actually depicted in. So, under the updated Terms, businesses cannot ask users to tag themselves in pictures of a product to enter a contest. In addition, a business cannot request that a person “share” the promotion to enter or gain additional entries. The updated Terms also require that businesses communicate the terms and conditions of participation and release Facebook of all liability.

    Facebook has published a helpful summary of its Promotion Guidelines, including “Best Practices.”