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What Brands Should Know About Facebook’s New Promotions Guidelines

Facebook updated its Promotions Guidelines again last Wednesday, but when you get down to it – not much has changed. Still, I’ve read several announcements from brands stating that, because of the new guidelines, they will no longer run promotions on Facebook. It’s too bad really. These brands are missing out on a great marketing opportunity, and the solution is simple – just use any of the fantastic online promotion companies out there to run your promotion. It’s their job to be Facebook compliant.

If you’re a Brand Marketing Manager and still shaking your head, let me clarify. Here’s my take on the new Facebook Promotions Guidelines:

1. Promotions on Facebook must be administered within Apps on, either on a Canvas Page or an app on a Page Tab.

What It Means: Use a third party application to run your promotion. The days of using your Facebook page wall or Facebook photo albums are over.

2. 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.

What It Means: Make it clear that your brand is sponsoring and running your promotion, and that Facebook is in no way involved or endorsing your promotion.

3. 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.

What It Means: You can’t solely require likes or comments as entrance into a promotion. Again, you have to use a third party app and require addition action to enter. (IE: Entering first name, last name, email, etc.)

4. 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.

What It Means: You can’t require participants to share on Facebook, post on Facebook, or comment on Facebook as a part of entrance into your promotion.

5. You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.

What It Means: Again, you can’t just require Facebook likes or Facebook photo uploads as entrance into your promotion.

6. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.

What It Means: Capture email in your entry form and communicate to the winner(s) via email. Don’t use Facebook to notify a winner in any way.

7. 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.

What It Means: Facebook is trying to make it very clear that they don’t want to be seen in any way as endorsing your promotion. Your brand is sponsoring and running the promotion – just say so and you’ll be fine.

These guidelines don’t really affect our beloved Promoboxx clients. 🙂 Promoboxx promotions are administered within an app on Facebook, and we cover all the bases needed to comply with Facebook’s promotional guidelines. It’s our job to!