Better Business Bureau issues Facebook 'likes' guidelines

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New York—It's OK for a marketer to coax customers into “liking” it on Facebook by offering discounts or free merchandise, according to a decision by the National Advertising Division of the Council of Better Business Bureaus, but marketers must fully disclose any conditions that go along with those offers. The ruling on soliciting “likes” with offers, a practice termed “like-gating,” stemmed from NAD's decision that Coastal Contacts, a contact lens and eyeglass company, improperly sought Facebook “likes” by offering free eyeglasses without revealing restrictions or required shipping charges. While the NAD is not an enforcement body, it can refer noncompliance to the Federal Trade Commission.
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