Countless businesses have 90 days to make significant changes to their Facebook strategies and pages. With an update to its Platform Policy, Facebook killed the so-called “like gate” which required users to Like a Page before they could be gain access to content, apps, rewards, or be eligible for contests.
The new policy is set to take effect on Nov. 5 and any page that doesn’t comply will have the gates disabled. New apps made after the announcement will also be unable to create new like gates.
Here’s the explanation from the latest developer blog from Facebook:
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.
Like gating isn’t as popular as it used to be, but it is still a relatively common Facebook fan-building strategy.
It is important to note that it is still acceptable to use incentives. You simply can’t use incentives that require a user to Like a page to gain access to content.