Summary of Facebook Promotions Guidelines (http://www.facebook.com/promotions_guidelines.php last revision: December 22, 2009)
Disclaimer: This post provides a topline summary of the key points you need to know if you are planning on using Facebook to promote/advertise a contest. The new guidelines limit the use of Facebook’s built in status update and commenting features in promoting and/or advertising a contest. You should: (1) consult the guidelines early in your planning, they will impact your timing and structure; (2) early in the process, apply for a Facebook Account Manager; (3) designate a key person as your primary Facebook Account contact; and (4) draft comprehensive contest rules that follow applicable laws regarding who can participate (age, geographic locations) and what can be promoted and offered as prizes/winnings (the Facebook guidelines offer some direction, but are not comprehensive).
(1) UNDERSTAND FACEBOOK DEFINITIONS:
Facebook distinguishes between “publicizing” and “administering” — you can opt to publicize only or publicize and administer
Publicizing: promoting, advertising, or referencing a promotion in any way on Facebook or using any part of the Facebook platform
( includes: mentioning the promotion in Facebook advertising inventory, on a Facebook page, or through a status update)
Administering: operating any element of the promotion on Facebook or using any part of the Facebook platform
(includes: collecting entries or submissions, conducting a drawing to select winners, judging entries to select winners, notifying winners)
Facebook categorizes promotions as:
- Sweepstakes: Based on chance
- Contest: Based on skill
- Competition: Based on skill
- Other similar offering: This has been left open-ended.
(2) UNDERSTAND TOPLINE DOS AND DON’TS
Dos | Don’ts |
Use third party application to condition entry to the promotion upon a user providing content (You may administer a photo contest whereby a user uploads a photo through a third party application to enter the contest) | Condition entry in the promotion upon a user providing content on Facebook such as making a post on a profile Page, Status comment or photo upload |
Only allow fans of your page to access the tab that contains the third party application for the promotion | Administer a promotion that users automatically enter by becoming a Fan on your page |
Collect an address or email through the third party application for the promotion in order to contact the winner by email or standard mail | Notify winners through Facebook, such as through Facebook messages, chats, or posts on profiles or Pages |
Instruct users to visit the third party application to enter the promotion (Since users must have a Facebook account in order to access an application on the Facebook platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one) | Instruct people (in rules or elsewhere) to sign up for a Facebook account before they enter the promotion |
3. PUBLICIZING ONLY:
Things to consider:
- No prior written approval required if only publicizing using Facebook
- Can use your Facebook page to advertise or reference promotions
- Can use advertisements to direct Facebook users to the Company’s website where the promotion is hosted
- Cannot represent or imply that Facebofrok is a sponsor or administrator of the promotion
- Cannot mention Facebook in the rules or other materials (expect as may be required for disclaimer purposes)
- Cannot condition entry upon taking any action on Facebook (including, updating status, posting on a profile or page, or uploading a photo)
4. ADMINISTERTING ONLY:
Things to consider:
- Can only administer on Facebook with prior written approval
- Must work with an assigned Facebook Account Manager – apply on the Facebook website – from the page on guidelines for promotions
- Must submit materials to be used as part of the promotion to Facebook (Account Manager) at least 7 days prior to launch
- Can only administer using a 3rd party application – on the canvas page of an application or on an application box in a tab on your Facebook page
- Cannot use Facebook functionality
- Must provide specific disclaimer language (adjacent to entry fields/in the rules of the contest) indicating that Facebook is not a sponsor
- Must provide a hold harmless clause releasing Facebook from liability (in your rules)
- Must provide language directing all questions regarding the contest should be directed to the Company and not FacebookDFACE