Skip to content
09/11/2011 / loyaltymarketingnews

Want to Run a Contest or Promotion on Google+? Not So Fast

Google may have finally invited brands to participate on Google+, but it doesn’t plan to let them run promotions. The social network’s content policy bans direct hosting of contests, sweepstakes, offers and coupons on Google+ pages.

Posting a link to a promotion page is fair game, but the policy could disappoint brand marketers who had envisioned using Google+ for promotions without building a separate page.

Given the many ways organizations and individuals can get into legal trouble while running a promotion — including laws that vary by geographic location and sector — it makes sense that Google+ would avoid becoming involved in legal battles by banning promotions on its platform.

“When you have a plaintiff’s attorney who is looking to get money, they will often drag in other companies [to a promotions case],” says Gonzalo Mon, partner of the advertising and marketing practice at law firm Kelley Drye.

Facebook, Mon says, had similarly strict restrictions in place when it released its first content policy. Brands who wanted to run promotions using Facebook had to obtain written permission.

“There are a lot of laws that govern what you can and can’t do, and I think Facebook was concerned that there were promotions on the platform that didn’t comply with those laws,” he says.

Facebook has since updated its policies to allow promotions as long as they are administered within apps and each entrant agrees to fully release Facebook from responsibility. This, Mon says, helps draw the line between what is a Facebook promotion and what is a company promotion.

Brands such as Contiki Vacations, Maybelline and Coca Cola have run successful contests within Facebook apps, but the still-new Google+ has not yet evolved any equivalent compromise.

 

(via Mashable)

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: