Dive Brief:

• Facebook is putting a stop to so called "link-bait" or "like-gate" tactics on the site that offer incentives in return for brand page likes. 
• The practice is popular among brands of all types and usually offers an entry to a contest, an additional life on an online game, or a coupon in return for liking the page. 
• According to the Facebook announcement aimed at developers brand pages have 90-days to comply. The social network's ultimate goal is de-cluttering news feeds so it can more easily deliver targeted ads. 

Dive Insight: 

This move by Facebook will ultimately benefit everyone — even if brands are disappointed on the surface. While the link-bait worked to get more likes — it's better for brands to have true fans than a ton of uninterested followers. And of course, users will benefit from a less-clogged feed.