There's big news for advertisers who have been "like-gating" content on their Facebook Pages. On August 7th, Facebook announced through its Platform Policy that it will no longer allow advertisers to incentivize users to like their Pages or use a social plug-in. On November 5, 2014, Facebook will disable current applications on advertiser Pages that include a "like-gate". Between now and November 5, 2014, applications in development can no longer include a "like-gate". Facebook will still allow advertisers to incentivize users to login to an app, check-in at a place, or enter a promotion. But advertisers cannot make users "like" their Page in order to receive rewards or gain access to content.
Advertisers have been like-gating Facebook Pages for many years to build their fan bases, requiring consumers to "like" their Page in order to receive access to benefits such as exclusive coupons or a chance to win prizes. Facebook says the change will help "to ensure quality connections and help businesses reach the people who matter to them, [and that it wanted] people to like Pages because they want to connect and hear from the business, not because of artificial incentives." Facebook believes this change will be beneficial to both individual users and to advertisers. Even though the prohibition is currently limited to Facebook's policies for developers, Facebook's reasoning suggests to us the possibility of a total ban on incentivizing "likes." For example, an advertiser may no longer be permitted to tell users it will release a 50%-off coupon when its Page reaches 1,000,000 fans.
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