Many companies use social media platforms, like Facebook, as a vehicle for marketing. Some of these marketing efforts may include the use of sweepstakes and contests to promote the company’s brands. At the end of August, Facebook revised the section of its “Pages Terms” (accessible at www.facebook.com/ page_guidelines.php) that applies to administering sweepstakes and contests on Facebook.

With the revised terms, Facebook relaxed most of the prior rules and restrictions it had in place, making it much easier for businesses to run sweepstakes and contests on Facebook. Businesses should be aware of the changes that Facebook made, as well as the legal ramifications of these changes, particularly since these changes may be beneficial to brand owners’ promotional and marketing practices.