Is Facebook banning Like Gate’s and the ability to force visitors to “Like” a page in order to get access to the tab app content?
Here’s what Facebook says:
You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.
Is Facebook Banning the Like Gate?
Yes, they essentially are.
I think based on their recent trends, it fits with their commitment to try and work at authentic Page/fan relationships. Facebook doesn’t like spam, they also don’t like forced attempts to build fans.
I interpret this update to mean you can’t gate a app tab with a Like Gate and REQUIRE it (liking) as a forced means to access the content/contest.
So if you had a tab that said, “You must Like this page to access the free download”, then you will be in violation when this takes effect in November.
I think if you make it optional (“Like our Page to get this offer “and yet also offer a “Skip” option) you would be compliant.
UPDATE August 8, 2014 – MORE information is available and it is clear that the call to check for if a person has “Liked” a Page is being removed from the API so the “Skip” option is not possible. A Like Gate will not be an option on tabs as of November 5, 2014.
The statement reads: “You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to… enter a promotion on your app’s Page.”
As noted, you cannot say “Like this” and then “get this ebook.” That would be out.
Alternative to Like Gate
Within TabSite we added a “Form Gate“ for the simple reason that it is more valuable to get a name and email address than to simply get a fan.
This update from Facebook makes that even more valid as a marketing move that helps a business capture a lead.
A Form Gate is a simple form (such as name and email address) that a user must submit before they can access the page.
Contests are Fine
So, for a contest where they “enter by submitting name and email” this is fine and complies. Contests on tab apps will need to be “form” contests and not dependent on “Liking” a Page. Not all bad in my opinion.
That’s my initial take. What are your thoughts?