This is an old but instructive example of the need for care in communications when running a social media contest or campaign. It also shows the difficulty in tailoring the remedy to the problem.
Two contact lens sellers charged each other with deceptive practices. Part of the remedy the challenging competitors sought was that Coastal Contacts, the owner of the allegedly deceptive Facebook promotion, give up some of its “Likes” gained through its promotion.
The industry group arbitration body that addressed the case believed that while the terms of the contest were not sufficiently disclosed, Coastal Contacts did not need to give up its “Likes” that it collected by requiring a “Like” to participate in the contest.
The announcement of the decision from the National Advertising Division of the Council of Better Business Bureaus is here: http://www.asrcreviews.org/2011/11/nad-reviews-like-gated-facebook-campaign-recommends-coastal-contacts-modify-free-claim/