Last week, Pinterest updated its Acceptable Use Policy, which governs its policies for conducting a contest and sweepstakes. Pinterest policy previously:

  • Prohibited brands from running a sweepstakes where each Pin, board, like, or follow represents an entry;
  • Prohibited brands from requiring entrants to Pin from a selection; or
  • Prohibited brands from requiring a minimum number of Pins to enter.

The new policy eliminates these old requirements, and recommends that brands “encourage authentic behavior, keep Pinterest spam-free and be sure to comply with all relevant laws and regulations.” The policy was simplified with three rules. Brands should:

  • Not require participants to Pin a specific image, but brands may give Pinners the ability to choose Pins based on their tastes and preferences, even if it’s from a selection or a given website;
  • Not allow more than one entry per participant; and
  • Not suggest that Pinterest sponsors or endorses the promotion.

Pinterest’s new policy is effective immediately.

TAKEAWAY: The new Pinterest guidelines give brands the ability to let entrants Pin from a selection of Pins. Additionally, the guidelines clear up any ambiguity regarding the limit of contest or sweepstakes entries.