Facebook will punish developers and companies which are using “Like-gating’ techniques to increase their reach and likes on Facebook.
From November 5, it will not be allowed to show a video in exchange for Facebook likes. Reward and Loyalty programs on Facebook will be punished by the new permissions.
The new rule will put an end to a phenomenon marketers call Like-gating. In exchange for a Like companies could direct users to specific content. Like-gating had become less popular, because Facebook has restricted the range of messages. This made it more difficult to reach a large mass.
Companies may however, continue to reward their followers when they log on to an app or visit a (physical) store, but not in exchange for Likes.