Facebook has updated its Platform Policy, declaring that it will ban the "Like Gate". The social network has announced that users will no longer be required to Like a Page in order to get access to contests, apps and content or rewards. Page owners have 90 days to comply with the update and after Nov 5, any existing like gate will be disabled. Moreover, any app that is created between now and then won't be able to create like gate.
Here’s the explanation for the change, the social network gave:
"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".
Businesses used like gate as a common tactic to build fans in the past years but it has fallen out as marketers now prefer to engage with their fans. Moreover, the value of each new fan has also reduced with diminishing organic reach for Page posts.
Facebook has however told that it will still allow the creation of incentives that do not require a user to Like a page for accessing content. Here's an image of two forbidden incentives and the one, which is allowed from an imaginary app.Facebook Kills the "Like Gate", 90 Days to Comply for the Pages,