Published on 18th Nov, 2009 in Marketing
Facebook Changes Rules of the Promotions Game
- You may not administer any contest, sweepstakes or giveaway on Facebook without prior written approval from Facebook itself via one of their account representatives. To request approval, you’ll need to click here to start the application process.
- If you do administer a contest on Facebook, you may do so only through a third-party application on the Facebook Platform, NOT on the news feed. Companies will thus have to develop their own tools to reach potential contestants/participants rather than using the free tools already available on Facebook.
- On that same vein, contests must not require any action on the part of participants that involves the use of Facebook’s free tools as a condition of entry. So, for example, a contest can no longer require that a would-be participant Become a Fan, post an status update or upload a photo in order to be eligible for the prize, as many companies have done in the past.
- Companies and marketers are free to run contests off Facebook, of course, and can even mention them on their Facebook page. However, they must include legal wording (helpfully offered by Facebook in the Promotion Guidelines page) that clearly indicates that Facebook is not associated with the contest in any way, either as a sponsor, administrator or endorser. Violation of these guidelines will result in removal of your materials by Facebook, even if the contest is held outside of the site.
- Companies and marketers must not use Facebook to communicate with contest winners, either through messages, chat, or profile posts. They can collect email or snail mail information through the third party app used, however.
- Hold a contest off-site (your own Web site, blog or even Twitter account). Make sure your Facebook badge is prominent on your site, but to avoid FB’s lawyers, don’t mention Facebook in your promotional materials.
- Run a Twitter contest. So far, Twitter has not restricted contests on its site.