[SMK] Social Media Knowledge


Digital Risk: Promotions on Social Media

Earlier this month we focused on Facebook promotions. This week, we’ll review requirements of other key platforms used for promotions.


Instagram’s guidelines are far less prescriptive than Facebook.

You can condition entry on following your page, uploading an image (with a promotional hashtag), commenting on an image/ promotional post, or sharing (‘regramming’) a post.


You can condition entry on following your account, liking a tweet, retweeting or uploading a photo etc. Twitter’s contest guidelines are relatively straightforward.

Briefly, discourage creation of multiple accounts to enter multiple times, and discourage repeat retweeting. For example, don’t say ‘whoever retweets the most will win’.

Also ensure entries include an @reply so that you can find them, and that a promotional hashtag – if using one – is relevant to the promotion.


YouTube's key requirements are you do not encourage entrants to infringe third party rights or engage in unlawful activity, and don’t ask entrants to assign all rights in their entry.

Also, don’t manipulate metrics to falsely reflect user engagement.


Don’t encourage illegal or illicit behaviour, or breaches of Snapchat’s policies, and don’t use spammy mechanics, such as sending Snaps to friends.

General bits

Promotions must comply with relevant contest/promotions guidelines, terms of use and platform policies, and your T&Cs must include prescribed wording. Set out in contest guidelines for each platform.

Promotions must comply with applicable gaming and privacy laws, and you must not make misleading representations about your promotion.

Moderating games of skill is a must (make sure your T&Cs allow you to do this). Full T&Cs must also be provided (eg on your website).

Get advice if you’re unsure. The consequences of getting it wrong can be costly.  

David Kelly is the founder of KHQ Approved, a fixed fee commercial contract review service. Peace of mind from an experienced team for a reasonable price.

Learn with SMK through February

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February's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST
  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.
Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST
  • Technical Labs explore the technological process and workflows related to key digital marketing activities.
SEO Made Easy Masterclass on Thursdays from 10 am – 12 pm AEST
  • Module One: 2024 Search Engine Optimisation (SEO) Trends, Challenges and Opportunities
  • Module Two: Understanding Technical SEO, User Experience & Google Search Console
  • Module Three: On-Page SEO, Website Copywriting & Content Marketing
  • Module Four: Off-Page SEO, Local SEO & Google Business Profile Optimisation
Digital Marketing Evaluation Masterclass on Fridays from 11 am – 1 pm AEST
  • Module One: 2024 Ads Trends, Landscape and Opportunities
  • Module Two: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module Three: Advertising Strategy, Targeting & Campaign Planning
  • Module Four: Social Ad Creative, Copywriting & Campaign Testing

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