Last week, Pinterest updated its Acceptable Use Policy, which governs its policies for conducting a contest and sweepstakes. Pinterest policy previously:
- Prohibited brands from running a sweepstakes where each Pin, board, like, or follow represents an entry;
- Prohibited brands from requiring entrants to Pin from a selection; or
- Prohibited brands from requiring a minimum number of Pins to enter.
The new policy eliminates these old requirements, and recommends that brands "encourage authentic behavior, keep Pinterest spam-free and be sure to comply with all relevant laws and regulations." The policy was simplified with three rules. Brands should:
- Not require participants to Pin a specific image, but brands may give Pinners the ability to choose Pins based on their tastes and preferences, even if it's from a selection or a given website;
- Not allow more than one entry per participant; and
- Not suggest that Pinterest sponsors or endorses the promotion.
Pinterest's new policy is effective immediately.
TAKEAWAY: The new Pinterest guidelines give brands the ability to let entrants Pin from a selection of Pins. Additionally, the guidelines clear up any ambiguity regarding the limit of contest or sweepstakes entries.
This article is presented for informational purposes only and is not intended to constitute legal advice.
