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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 tseligman@fkks.com, Claudine Wilson at (212) 705 4842 or cwilson@fkks.com, Kelly O'Donnell at (212) 826 5544 or kodonnell@fkks.com, or any other member of the Frankfurt Kurnit Advertising Group.
Other Advertising Law Alerts
What the Advertising Industry Can Learn from Kim Kardashian’s Settlement with the SEC
On October 3, 2022, the Securities and Exchange Commission (SEC) announced that it entered into a $1.26 million settlement with Kim Kardashian over her social media promotion of the EMAX token without disclosing payment she received from token issuer, EthereumMax. The matter provides important lessons for advertisers. Read more.
October 10 2022
Get Ready for California’s New “Automatic Renewal” Rules
California recently amended its Automatic Purchase Renewals law. The amended statute - effective July 1st -- require marketers to provide consumers of automatic renewal or continuous service offers with more information and easier ways to terminate. Read more.
June 22 2018
“Made in the U.S.A.” Claims Continue to be Scrutinized
In 2016, California amended Section 17533.7 of the California Business and Professions Code ("Section 17533"), liberalizing the standard for selling products labeled "Made in U.S.A" to California consumers. Read more.
June 4 2018
