If you haven’t had a chance to yet, now might be a good time to read up on Facebook’s updated Promotions Guidelines. Most of it is pretty straight forward. You are fully and solely responsible and liable for your promotion. Check. The promotion must be true and accurate, and cannot mislead, deceive or otherwise misrepresent the prize. Sounds good. You may not publicize or administer a promotion on Facebook if the promotion’s objective is to promote any of the following product categories: gambling, tobacco, dairy, firearms, prescription drugs, or gasoline. Come again?
I think most of us can understand why Facebook doesn’t want promotions for tobacco, gasoline or firearms, but dairy? Sure, some people might lower their cholesterol if they lay off the cheese or lose a few pounds if they cut out the ice cream, but there’s no telling how Facebook came to include dairy in their list of promotional no-nos. Are they just doing their part in helping control the obesity crisis or is there some other aspect of this new restrictive policy that they aren’t telling us?
As the dairy industry continues to decline, they, if anybody, could benefit from a little social media promotion. Now, the guidelines aren’t preventing the dairy industry from having fan pages or groups, but to be banned from offering contests and promotions is pretty hindering. Consider the money the dairy industry is spending to increase consumption in this down market, from all the ads for Wisconsin cheese or California milk, why wouldn’t Facebook want a piece of the revenue?
What do you think? Are there any theories that might explain why Facebook has taken such a bold stance against America’s favorite cookie companion? Why is dairy suddenly blacklisted from connecting with Facebook’s over 200 million users via a contest or sweepstakes? And so I have to ask: Is Facebook in fact lactose intolerant?
