Facebook recently published a small but important update on their developer blog where they effectively put the ban on like-gating content.

According to Facebook themselves, the definition of like-gating is: “when you force a Facebook user who has not already liked your Page to like your Page before they can see content on a particular custom tab.”

Facebook announced a change to their platform policies that will now make like-gating an outdated practice.

The updated platform policy states that “You must not incentivize people to use social plugins or to like a Page.” This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page.

It will still be acceptable to incentivize people to login to an app, checkin at a place or enter a promotion on your app’s Page.

Facebook says this change is being made to “ensure quality connections and help businesses reach the people who matter to them.”

Just like Facebook doesn’t want you to game their algorithm, it now appears that they don’t want you to artificially inflate the amount of likes on your page.

From a user’s perspective, this will certainly make Facebook a more pleasant experience. However, I suspect that more than a few Page owners will be upset with this change. We’re all going to have to work harder for likes, just as we’ve been working harder to gain organic reach.