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Facebook is putting marketers on the spot, telling them to stop putting up posts that look like advertisements unless they actually are paid promotions.

The social network said in a blog that, from the beginning of next year, companies’ so-called “news” feeds will show fewer posts that prompt readers to buy a product, install an application or enter a sweepstakes. 

Facebook already limits the number of promotions that appear in a feed.

The move spells more bad news for companies that spent years building up the number of “likes” on their Facebook brand pages, only to see their free posts reach fewer people as the news feed became more crowded.
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