Facebook Lightens Up On Promotional Guidelines


Facebook revamps its regulations, offering more leniency for marketers who run campaigns and promotions.

Facebook’s new promotional guidelines now make it easier for businesses of all sizes to run promotions straight from their brand Page. Before this update, brands were required to use third party applications to administer campaigns or they risked having their Page revoked. Now with the recent update, simple campaigns will be much easier to run for businesses everywhere.

What’s changed

Facebook has removed the clause saying that brands must use a third party app in order to administer their Facebook campaigns and that entries cannot be conditioned on things like post likes or comments. Until now, even a simple campaign had to be run through an app and entries could only be collected through the app itself.

In order to make it easier for brands to participate in promotions, Facebook has eased up on its rules and now allows brands to administer promotions both on third party applications as well as their own Facebook brand Page.

In addition to posting a promotion directly on a Page, businesses can now:

  • Use likes as a voting mechanism
  • Collect entries by having a user direct message the Page
  • Collect entries by having users comment or like a post
  • Collect entries by having users post directly on the Page

What you can’t do

While the rules have really eased up, there are still some things that brands can’t do when it comes to promotions. For example:

  • Brands may not administer campaigns on personal Timelines
  • Brands may not collect entries by Page likes
  • Brands may not ask individuals to tag themselves in content that they are not actually in

Even with some leniency in the rules, there are still risks for those who don’t follow the guidelines, so it’s a good idea to be familiar with what you can and can’t do when launching promotions on Facebook. You can view the full promotional guidelines here.

Final Thoughts

Facebook’s regulation revamp makes it easier for businesses to run campaigns on their Facebook Pages and marketers everywhere now have more opportunities to engage their audiences. There will still be a time and place to use third-party applications (they’re not going anywhere) but these new rules allow for further flexibility and a better Facebook experience.

If you have any questions about the new Facebook Guidelines, or how to run promotions on Facebook, please contact us.

Submitted by Erica Machin, Titan Growth