Moreover, as with everything in the social media space, the rules can and do change frequently. For example, Pinterest recently updated its rules regarding sweepstakes. In the past, brand owners created contests where users were required to re-pin the rules to confirm their assent and eligibility and to then pin from a limited selection of photographs (presumably to avoid potential copyright issues). Neither of these practices is allowed under Pinterest’s new rules. Brand owners who fail to keep abreast of the rapidly changing rules may face harsh penalties.