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New Facebook Promotional Guidelines

May 18, 2011

Privacy issues often go hand-in-hand with marketing initiatives, and we receive regular client queries related to promotions in the social networking context. Accordingly, we would like to draw your attention to Facebook's new promotions guidelines, which were released last week. Below are certain high-level, relevant points about the new guidelines:  

  • Contests and sweepstakes that are open to individuals under the age of 18 may now be promoted on Facebook (this was previously prohibited); 
  • Entry into contests must largely still be performed by way of a Facebook application; and 
  • Facebook has revised the parameters around some of the disclosures required on the contest/sweepstakes entry form. Facebook used to require that the entry form include a specifically worded sentence identifying the party that was collecting the personal information, and it used to have to be shown adjacent to the fields where the information was typed-in. Facebook has revised that requirement by leaving the manner in which the disclosure is made, along with the specific language, up to the brand.  

A copy of the guidelines are available at http://www.facebook.com/promotions_guidelines.php.

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