What do the new Facebook promotional guidelines mean to you?

Facebook Page Admins will need to take a close look at the recent changes to the rules about Facebook promotions.

The changes are pretty significant. Running a promotion that in any way involves your Facebook Page and inadvertently violating the new rules  could turn around and bite you.

These changes dramatically affect how you conduct any promotions – whether held entirely on Facebook or whether Facebook is merely a component within a promotion.  The changes are pretty far reaching and I’ve given my interpretation of how these may affect you.  I’m not a lawyer, so if you have questions, get some legal counsel.

Here’s the link to the Facebook guidelines for this, if you’re interested to read them for yourself:

http://www.facebook.com/promotions_guidelines.php

Essentially, it looks to us like these are the main issues:

  • you cannot have a promotion which requires a person to click the like button whether for the page itself or for a comment – these guidelines apply to promotions that are advetised outside of Facebook as well as those solely promoted on Facebook itself
  • you cannot notify winners using Facebook, either through the messaging / chat system or through posts on profiles or pages.
  • you cannot use anything to do with Facebook – either the name or any logos or symbols when you are promoting your promotion
  • all promotions have to be handled through approved Facebook apps
  • entrants have to release Facebook from all liability, also acknowledging that their information is being released to the promoter and not to Facebook

What does this mean? It seems clear (though of course you’d need to consult a lawyer for a definitive legal interpretation)  that doing a promotion which requires your entrants to participate via Facebook in any way is going to become very difficult.

In fact, it makes me wonder what the impact will be on features such as Reveal Tabs (which ask viewers to click the like button to gain access to some reward) which are commonly used to build the ‘fan’ base.  Could this be construed as a ‘promotion’?

What do you think?

Abbotsford Social Media consultant
Abbotsford lead generation
Vancouver Social Media consultant
Vancouver lead generation

 

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