Facebook promotion guidelines have just received a major facelift. In the past twelve hours, Facebook published an article on their ‘Facebook for Business’ blog titled ‘It’s now Easier to Administer Promotions on Facebook’, discussing new rules surrounding the ins and outs of running a promotion on the social network.
*READ THIS* The contents of this article are outdated. Check out our Facebook Promotion Guidelines page for current info.
Prior to August 27th, there were a total of seven rules pertaining to running promotions on your Facebook page. Those seven rules have just been whittled down to four, making Facebook promotion guidelines much more transparent, giving page owners more flexibility in how a promotion might be administered.
In this post, we’ll break down these new guidelines, discuss how the promotion landscape on Facebook is changing, and what you might expect moving forward.
Facebook Promotion Guidelines: The Four New Rules
1. If you use Facebook to communicate or administer a promotion (ex: a contest or sweepstakes), you are responsible for the lawful operation of that 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 (ex: registration and obtaining necessary regulatory approvals)
[Translation] It’s your responsibility as a business to take care of all legal aspects surrounding your promotion.
2. Promotions on Facebook must include the following:
- A complete release of Facebook by each entrant or participant.
- Acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
[Translation] You must make sure your promotion makes it clear to entrants that the promotion is endorsed by you, and not Facebook. If you can’t tell, Facebook doesn’t want anything to do with your promotion.
3. Promotions may be administered on Pages or within apps on Facebook. Personal Timelines must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend’s Timeline to get additional entries” is not permitted).
[Translation]: Your promotion cannot incentivize entrants to have direct interaction with their personal timeline. Asking entrants to update their personal status update or sharing some content on their timeline isn’t allowed.
4. We will not assist you in the administration of your promotion, and you agree that if you use our service to administer your promotion, you do so at your own risk.
[Translation] Your promotion is being run at your own risk & is your responsibility. Not Facebook’s responsibility.
The 7 Biggest Changes You Cannot Afford To Ignore
Around this time last year, we published an article that dissected the current Facebook promotion rules. Compare the rules described in that post to the rules above. Can you spot the differences? We promise it doesn’t take long! Here are seven changes you should be aware right now with this most recent update:
- Commenting on or liking a page post for an entry is now acceptable. You read that correctly! Folks can now participate in a promotion by liking a page post or commenting on a post.
- The ‘like button’ can now be used as a voting mechanism. Contests where ‘comments with the most likes wins!’ are now legit.
- You are no longer required to use a 3rd party app. As long as you follow the four guidelines above, you can run promotions right on your Facebook wall without getting in trouble.
- You can now contact winners through Facebook. Contacting winners through a Facebook message has been given the green light.
- Posting on a page as a means of entry is now allowed. Want to run a photo or essay contest? Let folks post on your wall (perhaps using a #hashtag).
- Personal timelines are still out of the question. Liking & commenting on a Facebook page / post is alright, but sharing isn’t!
- Prepare to see more promoted posts. If you’re able to run ‘like/comment’ promotions, businesses on Facebook are one small click away from getting that post more visibility on the news feed by throwing a few advertising dollars at it.
Looking to become even more learned? Check out the downloadable PDF that Facebook released with this update, which includes several FAQs and examples of what’s allowed.
What To Expect From Rafflecopter
We’ve always kept a close eye on Facebook promotion guidelines. The fact that Facebook is putting promotions in the spotlight is great news! Most folks would agree that the previous Facebook promotion guidelines were confusing & chock full of gray areas open for interpretation. While promotions on Facebook no longer need to be run through a canvas page or a page app, businesses running giveaways through third-party apps will continue to receive value that you couldn’t receive through a homegrown promotion on your Facebook timeline.
*KEEP IN MIND* The contents of this article are outdated. Visit the Facebook Promotion Guidelines page we’ve put together for current info.
Because Facebook pages are able to use the like button as a voting mechanism, new promotions that will be administered directly on a Facebook page without the assistance of a third-party app may lean more towards contests that require a skill vs. a sweepstakes promotion where winners are chosen at random. It’s possible we’ll see an increase in homegrown photo contests or caption contests especially, where entrants upload a photo or make a comment on a post where the comment most ‘likes’ receives a prize.
On that note, there’s no doubt there’s been an uptick in the number of Facebook pages interested in running promotions the past several years. This new update is too exciting for us to ignore; it’s an opportunity to become more integrated with Facebook’s new guidelines and a fantastic excuse for page owners to test new ways to interact with their fanbase. Be on the lookout for some updates soon!
*Update – 9/10/13* – We’ve released a Facebook flash giveaway app to allow you to run giveaways on your Facebook timeline w/ ease. Before you get started, check out the 5 best practices for your Facebook timeline giveaway we recommend.