Advertisers looking to take advantage of the opportunities social media platforms may offer will now be allowed to run more promotions on Facebook, after the company ended some of its restrictions on marketers.

Econsultancy's Patricio Robles reports the organisation no longer requires approval for online marketing services to run campaigns such as sweepstakes through the platform.

He suggests one reason for the change may be that previous rules were difficult to enforce and prevented brands from engaging with users.

Attempting to regulate and review third-party activities across the domain may also have been creating as many legal problems for the group as it was trying to avoid when it originally banned unsupervised campaigns, the expert observed.

This may come as good news to some advertisers, who were recently warned by the publication they could have been breaking the old terms and conditions by running such promotions without authorisation.

Mr Robles speculated one possible result of the move would see Facebook trying to get more involved with marketing activity on the site, as the relaxation of the rules might allow more retailers to experiment with 'f-commerce'.

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