“Promotions on Facebook must be administered on a Canvas Page or an app on a Page Tab.” – This ensures that the actual promotion is technically not on Facebook, but is hosted outside of the Facebook environment.
“Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.” –Again, Facebook is letting you and all your fans know that they have and want NOTHING to do with the promotion you are running.
“You must not use Facebook features or functionality as a promotion’s registration or entry mechanism.For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.” – This is an important point.You must create your own mechanism for entering into the promotion. This can be anything from installing the app on your page, to entering your email address into an app or uploading a picture into a custom Facebook app. You can certainly create a Facebook page that requires the user to “like” the page in order to see and participate in its contents, but that “like” can’t be the action that enters the user into a contest.
“You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app.For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.” – Once again, Facebook is ensuring that they have no part in your contest or promotion, and that any features or functions that are an integral part of your contest or promotion have been developed by a third party and are hosted outside of Facebooks servers.
“You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.” –To paraphrase Facebook: Go find your own functionality!
“You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.” –Another important point to consider.You can announce that there was a winner in your contest or promotion, but you can’t notify the winner via any of the Facebook functions.The official notification to the winner of the contest must be done through other channels: email, telephone, snail-mail etc.
“You may not use Facebook’s name, trademarks, trade names, copyrights, or any other intellectual property in connection with a promotion or mention Facebook in the rules or materials relating to the promotion, except as needed to fulfill your obligations under Section 2.” – Yep.You got it.You are on your own.
a. By “administration” we mean the operation of any element of the promotion, such as collecting entries, conducting a drawing, judging entries, or notifying winners.
b. By “communication” we mean promoting, advertising or referencing a promotion in any way on Facebook, e.g., in ads, on a Page, or in a Wall post.
c. By “contest” or “competition” we mean a promotion that includes a prize of monetary value and a winner determined on the basis of skill (i.e., through judging based on specific criteria).
d. By “sweepstakes” we mean a promotion that includes a prize of monetary value and a winner selected on the basis of chance.” – Just in case you needed some further clarification.
Evan Lazarus is CEO of LazBro, Inc. (www.lazbro.com) a full service, digital marketing agency that specializes in marketing for the Health & Beauty industry. Over his 15 year career, he has worked on digital initiatives for brands such as P&G, Murad Cosmetics, Whish Body Products, Mystic Tan, VersaSpa, Peachy Pink Cosmetics, Little Tikes, and California Olive Ranch.