Instagram Contest Rules 2025: What Your Giveaway Can’t Include Anymore

Instagram remains one of the most powerful platforms for running giveaways and promotions, used by beauty brands, tech companies, creators and influencers worldwide.
But in 2025, Meta introduced new rules that significantly changed how brands can run and communicate Instagram contests. Many creators still don’t know about them, which has already led to shadowbans, deleted posts and temporary account restrictions.

If you want to keep your account safe and your contest fully compliant, read carefully.

What Changed: No More Mandatory Likes, Tags or Shares

The updated Instagram Promotions Guidelines now prohibit requiring engagement actions as a mandatory condition of participation. That means you can no longer require:

• liking a post
• commenting or tagging friends
• sharing or saving the post
• following an account as a must-have condition

These actions may still be encouraged, but they cannot be listed as obligations.

The goal of the update is simple: reduce artificial engagement and protect the integrity of user interactions on the platform.

What a Compliant Instagram Contest Must Include in 2025

To stay fully aligned with Instagram’s new rules, contests must be transparent, voluntary and clearly documented.
Here’s the essential checklist every giveaway mechanic should include:

1. Voluntary participation

Users must enter voluntarily. No forced likes, shares, comments or tagging.

2. Eligibility criteria

Specify clearly:
• who can enter (age, country or region)
• the contest duration (e.g. “until 3 November 2025”)
• how the winner will be selected (random draw, jury, voting, etc.)

3. Description of the prize

Describe what the prize includes, its approximate value, quantity and delivery method.

4. Winner announcement

State when and where the winner will be announced (IG Stories, comments, DM, etc.).

5. Instagram liability disclaimer

This is mandatory in every Instagram contest:

⚠️ “This promotion is in no way sponsored, administered, or associated with Instagram. Instagram is not responsible for this activity.”

6. Data protection information

If you collect participant data (name, address, email), clarify:
• what data is collected
• for what purpose
• how long it will be stored
• the method of protection

7. Link to full terms & conditions

Add a link to your official rules hosted on a website or landing page.
You can place the link in your bio, comments or the caption.

Example of a Fully Compliant Instagram Giveaway Post (2025)

Win the new Smart Band 10 Glimmer Edition – a stylish piece from the ✨Gold Collection✨, featuring the newest Xiaomi 15T smartphones. 🤩

How to enter:
• If you enjoy the content from @xiaomi.slovakia, feel free to follow for more updates 👀
• You may tag a friend who loves Xiaomi or comment which Xiaomi product you would pick 💬

We will randomly select one winner from the comments on Instagram and TikTok on 3 November 2025. The prize will be shipped within 30 days.

Participation is voluntary for anyone aged 16+ with permanent residency in Slovakia or Czechia.

⚠️ This promotion is in no way sponsored, endorsed or administered by Instagram. Instagram holds no responsibility for this activity.

Content created in collaboration with @xiaomi.slovakia.

Tips for Brands and Creators Running Giveaways in 2025

• Be transparent. More information is always better than not enough.
• Always include the end date. Many contests still forget this crucial detail.
• Avoid wording like “you must” or “mandatory”. Replace with “you can”, “feel free to”, “voluntary participation”.
• Keep a saved record of the contest rules for potential audits or complaints.
• When in doubt, check the official Meta guidelines.

Useful Resource

Official Instagram Promotions Guidelines (Meta Help Center)

Final Note

Giveaways are still one of the most effective ways to build engagement and attract new audiences.
But in 2025, it’s no longer about collecting hundreds of comments. It’s about safety, transparency and respecting platform rules.

If you’re a brand, creator or agency, following these updated Instagram contest rules protects your account, your reputation and your community.