Update to how Facebook offers are posted in TMS
We’ve updated the way Facebook offer posts are structured to help keep your content cleaner, more effective, and better aligned with current CMA / DMCC guidance.
What’s changed?
You may notice that your Facebook offers now place the offer link and operator details in the first comment, rather than directly in the main post caption.
The main post may make reference to “full details in the first comment”. This is intentional, and is now the default structure used to balance compliance, clarity, and Facebook performance.
In simple terms
We are keeping the main post focused on your brand and the holiday message, while placing the compliance-heavy detail and link in the first comment.
Reason 1
Keeping your posts compliant
Where a post includes a price, it can fall within CMA / DMCC rules around an invitation to purchase. That means certain information must be clearly available to the customer.
This can include the identity of the operator and access to the full offer details. In practice, that means there needs to be a clear route to the full holiday information.
If no link is included, the main post itself would need to do much more of the compliance work and could end up needing significantly more detail, including operator information and a route to the relevant terms and conditions.
That makes the post long, cluttered, and much less effective as a social post. By placing the link and operator details in the first comment, we keep the required detail available without overloading the main caption.
Reason 2
Protecting your reach on Facebook
Facebook generally gives less visibility to posts that include external links directly in the main caption.
In simple terms, when a caption pushes users off-platform, those posts often perform less well.
Moving the link to the first comment helps keep the main post looking more like natural, organic content rather than something promotional in a way the platform may down-rank.
The result is a better balance between visibility, engagement and compliance.
Example
See how the first comment works
The example below shows how the operator reference and offer link can sit inside the first comment, while the main post stays cleaner and more customer-friendly.
Users can also amend any part of the post and the first comment before scheduling or publishing.
What this means for you
Your posts should now feel cleaner, more brand-led, and require less manual editing, while still keeping the key compliance information available where it needs to be.
Cleaner captions
Your main post stays focused on the holiday and your brand, rather than legal or operator-heavy wording.
Clear route to full details
The first comment provides access to the offer link and operator details without cluttering the main post.
Better aligned with guidance
This structure is designed to support current CMA / DMCC expectations where pricing is shown.
Stronger Facebook performance
Removing the external link from the main caption gives posts a better chance of achieving reach and engagement.
You still have control
You can still edit your post wording in the scheduler if needed, and you can also amend the text used in the first comment. This update is designed to give you a better default structure so fewer manual changes are required.
Need help?
If you have any questions about this change or want help reviewing your Facebook post settings, please contact our support team.
