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August 12th, 2014
Facebook Will No Longer Allow “Like-Gating”
There's big news for advertisers who have been "like-gating" content on their Facebook Pages. On August 7th, Facebook announced through its Platform Policy that it will no longer allow advertisers to incentivize users to like their Pages or use a social plug-in. On November 5, 2014, Facebook will disable current applications on advertiser Pages that include a "like-gate". Between now and November 5, 2014, applications in development can no longer include a "like-gate". Facebook will still allow advertisers to incentivize users to login to an app, check-in at a place, or enter a promotion. But advertisers cannot make users "like" their Page in order to receive rewards or gain access to content.
Advertisers have been like-gating Facebook Pages for many years to build their fan bases, requiring consumers to "like" their Page in order to receive access to benefits such as exclusive coupons or a chance to win prizes. Facebook says the change will help "to ensure quality connections and help businesses reach the people who matter to them, [and that it wanted] people to like Pages because they want to connect and hear from the business, not because of artificial incentives." Facebook believes this change will be beneficial to both individual users and to advertisers. Even though the prohibition is currently limited to Facebook's policies for developers, Facebook's reasoning suggests to us the possibility of a total ban on incentivizing "likes." For example, an advertiser may no longer be permitted to tell users it will release a 50%-off coupon when its Page reaches 1,000,000 fans.
If you have any questions about the new Facebook rules or about other social media platform issues, please contact Terri Seligman at (212) 826 5580 or email@example.com, Claudine Wilson at (212) 705 4842 or firstname.lastname@example.org, Kelly O'Donnell at (212) 826 5544 or email@example.com, or any other member of the Frankfurt Kurnit Advertising Group.
Other Advertising Law Alerts
New Low-Budget Waiver is Now Available for Digital Commercial Productions
Advertisers and agencies that are signatories to the SAG-AFTRA Commercials Contract can now take advantage of a new waiver issued by SAG-AFTRA and the Joint Policy Committee on Broadcast Talent Union Relations when producing low-budget digital commercials.
November 10 2017
FTC Updates Endorsement Guide FAQs and Settles First-Ever Action Against Individual “Influencers”
Recent developments demonstrate the FTC's continued interest in social media endorsements.
September 11 2017
FTC Announces Reforms to Its Investigative Process
Recently, the FTC announced a set of internal reforms intended to improve the process by which the Commission investigates unfair, deceptive and fraudulent business practices. The reforms relate to the Civil Investigative Demands ("CID") that the FTC's Bureau of Consumer Protection issues to request information from investigation targets.
September 7 2017