Policies Deep Dive

We want developers to understand our policies. To this end, we are providing more detailed guidance about certain policy violations.

Incentivization policies


"Only incentivize a person to log into your App, enter a promotion on your App’s Page or on Instagram, check-in at a place, or to use Messenger to communicate with your business. Don’t incentivize other actions."

The purpose of this policy is to ensure the quality and authenticity of content being shared on our surfaces, while still allowing businesses to grow. For example, this means a developer cannot say something like, “Share this post with 10 friends, and for each friend you share it with, we will give you 10 points within the game.” This creates a negative experience for the content recipients and compromises the integrity of the channel that is being incentivized.

Additional examples of incentivization policy violations:

  • Incentivizing users to post content on Facebook or providing users with the impression that posting content to Facebook will be rewarded. For example, promising to give users something in exchange for them posting to Facebook, e.g., virtual goods, achievements, coupons, discounts, access to content, etc.
  • Incentivizing users to like a Page or giving users the impression that liking a Page will be rewarded.

Examples of incentivization that are compliant with our policies:

  • Incentivizing or rewarding people for using Facebook Login to log in to your app.
  • Incentivizing or rewarding people for checking into your business location.
  • Using referral based rewards to help bring awareness and re-engagement with your game. For example, providing users with free in-game items or offering discounts on game items for every friend that installs your game through a person’s post.

Visual examples for both do’s and don’ts are here.

Pre-fill policies


“Don’t prefill any content in captions, comments, messages or the user message parameter of posts unless (a) it is a single hashtag in a post shared through our Share Dialog (but not via our APIs), (b) it was created by the person using your App, or (c) it was created by a business whose employees use your App to administer the business’s presence on Facebook.”

The purpose of this policy is to improve the quality of content posted from Platform apps by ensuring that the content is unique and authentic to the user’s voice.

What are some examples of pre-filling that would be violating our policies?

  • Pre-filling the user message parameter with any content the user didn't enter themselves, even if they can edit or delete that content before sharing. This applies to posts, comments, photo captions, and photo album captions.
  • Adding your own content to that which the user manually entered. This includes hashtags, hyperlinks or URLs.
  • Prompting users to click or tap a button to auto-populate the user message parameter. Your app can suggest content, but the person using your app should choose to manually copy and paste or type that content themselves.
  • Pre-filling using the iOS share sheet. For apps pre-filling using the iOS share sheet we recommend that you either remove all instances of pre-fill from your app and submit an update to Apple's App Store or use Facebook's Share Dialog for a more seamless experience.

What are some examples of pre-filling that would be compliant with your policies?

  • Populating the user message parameter with content a user manually entered earlier in your app's flow.
  • Leveraging a call-to-action within your app’s composer that disappears when people start to write a post. For example, Facebook's composer uses grey scale text to ask “What's on your mind?” that disappears when people start to write.