Facebook has changed the rules for brands trying to create contests and promotions on the social network.
Facebook's new promotional guidelines are here. In short, the new rules require all marketers to get explicit permission from Facebook at least a week before administering any promotion that happens within the network. They also prohibit running any contests or promotions that require users to become a fan, interact with a feed story, or do anything else outside an application tab or canvas page in order to enter.
It rules out “become a fan” contests, “status update” contests and “photo upload” contests.
Effective immediately, Silver Savings, Freebies and Giveaways will no longer be utilizing "Fan on Facebook" as an entry option on any new giveaway to be in compliance with the new rules.
UPDATE JUNE 2010
I've heard from lots of bloggers and lots of companies that felt including to "Like" (formerly known as "Fan") a company on Facebook as an extra entry was OK under the new Facebook ruling. I've been doing a lot of research on this as Facebook is an excellent networking source, and have found two amazing posts clarifying the new Facebook ruling. Bottom line, unfortunately, is including "Like" a company on Facebook as an entry, whether mandatory or extra, is not allowed under current guidelines.
THANK YOU Marketing Roadmaps for such a well written, easy to understand article! Check out "The Scoop on Facebook Contests" and "Facebook’s new contest rules and FTC guidelines – has social media marketing adapted?" both written by Susan Getgood.