Facebook Promotion Guidelines

March 5, 2016

How to make sense of Facebook's promotion guidelines

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What’s This?

One of the most crucial elements contributing to a resounding success on Facebook, and all social media platforms, is a high level of engagement — the degree in which you interact with your fan base. Among the variety of ways to boost your level of engagement, including superior content and posting images and videos, is running a contest or sweepstakes as part of a promotional campaign.

When running a contest on Facebook, it’s important to be well acquainted with Facebook’s promotion guidelines, otherwise your efforts may end up costing you time, money and a lot of unnecessary frustration. In this first of a 7 part series, we’ll provide you with a summary of Facebook’s promotional guidelines.

Facebook Promotion Guidelines

1) Facebook requires that sponsors include a set of rules and eligibility requirements in their promotion, as well as a statement releasing Facebook from any direct association with your promotion.

2) Sponsors can run promotions on their page timeline, or within a third-party app, but Facebook prohibits those sponsoring giveaways from requesting any entrant to promote a giveaway on an entrant’s timeline, or a friend’s timeline, as a requirement of entry.

3) Although sponsors can request entrants to like or comment on a sponsor’s page status update as an entry requirement, sponsors cannot require entrants to like their page as a means of entry.




4) Sponsors are not permitted to recommend that entrants create second accounts.

Facebook’s Terms

The terms summarized below, along with Facebook’s Data Policy and Statement of Rights and Responsibilities, apply to all Pages on Facebook. Facebook requires that all content on Pages comply with their Community Standards, and stresses that you are responsible for ensuring your Page complies with all applicable laws, statutes, and regulations.

A Facebook business page must comply with Facebook’s community standards just as a personal page would. And any apps installed on your page must also comply with the Facebook platform policies.

Facebook Platform Policy

Under Facebook’s platform policy, there are rules that app developers must adhere to in order to meet Facebook’s requirements. Even if you’re using a 3rd party app, you are responsible, and must ensure that the app conform’s to Facebook’s guidelines.

Advertising on Pages

Third-party advertisements on Pages are prohibited, without Facebook’s permission.

Applications on Pages

Apps on your Page must comply with the Facebook Platform Policies.

Encourage Proper Use

The Encourage Proper Use rule prohibits app developers from designing an app in which you give an incentive to those that like a page or share a post.

From Facebook’s developer blog:

“You must not incentivize people to use social plugins or to like a page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, Facebook wants its users to like your page because they want to connect and hear from the business, not because of artificial incentives.”

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