Facebook recently updated its Platform Policy to prohibit advertisers using "incentivized likes." Essentially, while Facebook still allows advertisers to incentivize users to login to an app, check-in at a place, or enter a promotion, advertisers can no longer have users "like" their Page in order to receive rewards or gain access to content.
Advertisers have used incentivized "likes" on Facebook Pages for years in order to build their fan bases, often requiring consumers to "like" their Page in order to receive access to benefits like exclusive coupons or a chance to win prizes. Facebook says that it wanted people "to like Pages because they want to connect and hear from the business, not because of artificial incentives." Even though this prohibition is currently listed only in Facebook's policies for app developers, Facebook's reasoning could suggest the possibility of a total ban on incentivized "likes" throughout the platform. We'll keep you apprised of developments.
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