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When you like a Facebook page, Facebook wants to make sure you really like that page. The company announced recently that it will end the process known as the like gate, where users would have to like a page to enter a contest or receive more points in a game.
Facebook detailed this change in a developers blog post:
You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page.