Incentivization Policies Deep Dive

Facebook Developer Policy 3.2

"Only incentivize a person to log into your App, enter a promotion on your App’s Page or on Instagram, check-in at a place, or to use Messenger to communicate with your business. Don’t incentivize other actions."

The purpose of this policy is to ensure the quality and authenticity of content being shared on our surfaces, while still allowing businesses to grow. For example, this means a developer cannot say something like, “Share this post with 10 friends, and for each friend you share it with, we will give you 10 points within the game.” This creates a negative experience for the content recipients and compromises the integrity of the channel that is being incentivized.

Additional examples of incentivization policy violations:

• Incentivizing users to post content on Facebook or providing users with the impression that posting content to Facebook will be rewarded. For example, promising to give users something in exchange for them posting to Facebook, e.g., virtual goods, achievements, coupons, discounts, access to content, etc.
• Incentivizing users to like a Page or giving users the impression that liking a Page will be rewarded.

Examples of incentivization that are compliant with our policies:

• Incentivizing or rewarding people for using Facebook Login to log in to your app.
• Incentivizing or rewarding people for checking into your business location.
• Using referral based rewards to help bring awareness and re-engagement with your game. For example, providing users with free in-game items or offering discounts on game items for every friend that installs your game through a person’s post.

Visual examples for both do’s and don’ts are here.