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
