Facebook Announces New Promotion Guidelines

As you may have heard, Facebook has recently released new Promotion Guidelines. The new Guidelines govern the publicizing or administering of any sweepstakes, contest, competition or other similar offering (each, a “promotion”) on Facebook by you.

If you are running promotions on Facebook, or if you are planning on promoting your property or brand on Facebook, please read to ensure your property or brand is in compliance with the new rules. For the complete guidelines, go to: http://bit.ly/facebookpromoguidelines

Publicizing  vs. Administering

The big distinction that Facebook makes in their new policy is between “publicizing” and “administering” a promotion on Facebook. “Publicizing” a promotion means that you promote, advertise or reference a promotion in Facebook, but you do not collect entries or draw or notify winners in Facebook. “Administering” a promotion means you both publicize it, collect entries and draw/notify winners in Facebook.

Administering a Promo REQUIRES Facebook Approval

If your company or brand intends to both publicize and administer its promotion on Facebook, it is now required to check in with your Facebook sales rep to get approval and to have your rules reviewed. You can do so by going here: http://bit.ly/facebookbusinesscontact

You may not administer any promotion through Facebook without prior written approval. Such written approval may be obtained only through an account representative at Facebook. If Facebook grants approval for your campaign, you must agree to the following:

• You will only administer the promotion through an application on the Facebook Platform, as directed by Facebook.
• You will only allow users to enter the promotion in the following locations on Facebook:
  • On the Canvas Page of an application on the Facebook Platform
  • On an application box in a tab on a Facebook Page

Publicizing does NOT require Facebook Approval

Companies/organizations may ‘publicize’ promotions in Facebook without any special permission.

Promotion must be Run Through Application

Companies are no longer allowed to administer a promotion in Facebook without using an application. In the past, many companies have run promotions by telling entrants to post a comment on the company’s Fan page wall, upload a photo to the company’s Facebook album or click the ‘become a fan’ button to enter. Such promotions are no longer allowed and must be run using an application.

Facebook Promo Guidelines only apply to Sweepstakes & Contests

Facebook’s Promotions policy only applies to sweepstakes and contests. The other formats (i.e. coupons, quizzes, virtual gifts, giveaways, ‘top favorites’, trivia and sign-up forms) are not affected by Facebook’s Promotions policy. Promotions on Twitter and other Web sites are also unaffected.

If you have any questions regarding the recent changes or if you need further assistance on how to build and manage your Facebook Promo, contact our Social Media Team at socialmedia@wrsol.com

Posted by Diana
Categories: ezBuzz Social Media