Internet marketing services running promotions on social media sites such as Facebook need to ensure they abide by the advertising rules the company has in place, according to one expert.

Econsultancy's Henry Elliss stated many major organisations that used the social networking site to market their products were in breach of the website's policies on marketing.

He observed some firms, including several very high-profile brands, were offering rewards or other incentives in exchange for 'liking' the business' profile.

As well as questioning the validity of this strategy as a way of adding value to a brand, Mr Elliss pointed out Facebook's terms and conditions explicitly prohibited these activities.

He highlighted an extract from the group's rules that states advertisers cannot "administer a promotion that users automatically enter by becoming a fan of [their] page".

A recent report from comScore revealed Facebook was the fourth most visited domain in the US in October, attracting over 151 million unique visitors and was the 12th biggest focus for advertisers.

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