Social Media Update: New Facebook Promotion Guidelines

Today, Facebook revised its Pages Terms to allow you to administer your promotion, contest, sweepstakes, or giveaway directly from your blog’s or company’s Facebook Page. For those of you who had been following the previous Facebook promotion guidelines to the letter and didn’t like using apps, you can breath a sigh of relief that you are no longer required to run your promotion through a third-party app installed on your Page. For the rest of you who did had no clue this restriction existed: carry on as usual.

This article summarizes Facebook’s most recent revisions to its Pages Terms and highlights a few of the requirements you still need to run a legitimate promotion on Facebook in accordance with Facebook’s guidelines.

5 Tips for Administering Facebook Promotions, Contests, Sweepstakes & Giveaways

1. You are now free to utilize the liking mechanism.  

  • You can require existing fans to like one of your Page’s posts as an entry mechanism.
  • You can require potential fans to like your Page in order to enter.
  • You can use “likes” as votes in a contest.

2. You are now free to use comments.

Bloggy-Law-Five-Facebook-Promotion-Tips

  • You can require entrants to post on your Page to enter a sweepstakes.
  • You can require fans to comment on one of your Page’s posts as an entry requirement.
  • You can even collect entries through messages to your Page.

3. Don’t require entrants to tag themselves in photos they aren’t actually in.

Facebook’s guidelines prohibit entry requirements such as asking your fans to tag themselves in photos of your product when they are not actually in the photograph.

4. You must include  “a complete release of Facebook by each entrant or participant.”

The easiest way to do this? Include a statement along the lines of, “By entering this contest, you agree to a complete release of Facebook from any or all liability in connection with this contest.”

5. You must acknowledge that your promotion “is in no way sponsored, endorsed or administered by, or associated with, Facebook.”

Again, you could simply quote Facebook’s language on this point verbatim.

*Important Notes: The preceding tips only apply to Business Pages – not your personal Facebook page (e.g., your individual Facebook account as Jane Doe). You CANNOT use your personal page to run a promotion. And don’t forget that just because your sweepstake or contest may comply with Facebook’s guidelines, it does NOT automatically mean you have complied with the local, state, or federal legal requirements that govern your promotion. Do your research or consult an attorney before diving in.

Best Practice Tip

If you’re going to avail of any social media platform’s services, become familiar with the terms of use and other relevant policies before you jump in.

Here are some Facebook Resources:

Are you relieved that third party apps are no longer required? Still have questions about running Facebook promotions or your business Page? Share them in the comments or e-mail us at bloggylawyer [at] gmail [dot] com and we might address it in an upcoming article or in our weekly series, What’s The Deal.


Disclaimer:  This article is intended to be a general resource only and is not intended to be nor does it constitute legal advice.  Any recommendations are based on personal, not professional, opinion only.  For information on how to use this site, please read our Disclaimers and FAQ pages.