My Take on Facebook’s New Promotion Guidelines
Facebook updated its Promotion Guidelines again today and most of what’s in there is pretty similar to what was in there before. I wrote a post about Facebook and Giveaways last year, but I wanted to look over the current guidelines and try to make some sense of them.
I see many pages that break the rules and even some large businesses do it. I wonder if these new guidelines mean that Facebook is cracking down on these types of Facebook giveaways???
Here’s my take on the guidelines:
Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or an app on a Page Tab.
My Take: You have to use a third party app to run a contest on Facebook. You can’t use your Facebook wall or photo albums for example.
Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.
My Take: If you are doing a contest/promotion on Facebook, you have to disclose that Facebook has no involvement in at all and it’s YOU that’s running it.
You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.
My Take: You can’t say everyone that likes my page is entered in the contest or everyone that write a comment on my wall is entered. They don’t want you using anything besides those third party apps to run giveaways on Facebook.
You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.
My Take: You can still have readers Like a page and then go and leave a comment on your blog (or somewhere off Facebook). You can’t ask them to share with friends, tag friends, leave a comment on the wall, upload a picture, like a post/picture, etc.
You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.
My Take: This means no uploading pictures and having your friends vote and the person with the most votes/likes wins.
You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.
My Take: This means notifying winners through email and not using Facebook at all to tell them they won.
You may not use Facebook’s name, trademarks, trade names, copyrights, or any other intellectual property in connection with a promotion or mention Facebook in the rules or materials relating to the promotion, except as needed to fulfill your obligations under Section 2.
My Take: I think for this one I will start adding to my giveaways that it’s no way associated with Facebook just to stay safe.
Do these guidelines change what I am currently doing with Facebook and my giveaways? Not really because I don’t hold giveaways on Facebook. I will add in my giveaways though that they aren’t associated with Facebook and that’s because I still using “liking” a page as an entry.
Do these guidelines change the way you will be doing giveaways?