Facebook announced changes to their Facebook Promotion Guidelines last week, which are likely to affect a lot of businesses currently using Facebook to promote their brand. If you’re planning on running a Facebook promotional campaign in the near future – make sure you read the new guidelines thoroughly.
The new rules state that you ;
- Cannot run a competition without prior consent from Facebook
- Cannot run a competition where entry is based on becoming a fan of the business’s Facebook page
- Cannot run a competition where entry is based on posting a message on Facebook. whether status update or comment
- Cannot notify winners of the competition through a Facebook message, chat or posts
- Cannot request that people sign up for a Facebook account in order to enter a competition
- Must include the following note (or similar):
“This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. You understand that you are providing your information to [recipient(s) of information] and not to Facebook. The information you provide will only be used for [disclose any way that you plan to use the user's information].”
This is just a taste of what the new guidelines include, you can see the full set of guidelines here http://www.facebook.com/promotions_guidelines.php.
From the list above, you can quite clearly see that running a small competition on Facebook isn’t as simple as it used to be. How many businesses that will adhere to these new rules is yet to be seen, but I’m quite sure a lot will have second thoughts about a campaign. In fact most of the business pages I know of, would quite regularly be in breach of these guidelines. It’s hard to see any of these companies adhering to these guidelines, they’d probably just stop using Facebook for running these competitions entirely.
Looking into the guidelines in detail, it looks as though the Facebook are really only trying to protect themselves rather than stiffle the huge surge in businesses using Facebook to promote their brand. I can only imagine what kind of emails they are getting from Facebook fans who wrongly assume that Facebook themselves are in some way related to the running of these competitions and promotions.
It will be interesting to see how many businesses adhere correctly to these new rules and more interestingly, what will happen those that don’t.
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