According to an August 22, 2014, article by Nathan Hole and James Taylor of the JDSupra Business Advisor, sites are no longer allowed to require that their visitors press the Like button on a page before they can view a video, for example. However, there's a fine line between what Like-baiting is allowed and which is verboten. Sites can reward points when 10 of their friends download a particular app, for instance, but they can't reward points simply for inviting 10 friends to download the app.
Will this increase the chances that people actually like the pages or apps they "Like" on Facebook? Something tells me the Like-baiters will find other ways to artificially inflate their popularity on the service. When it comes to Likes, it's usually a case of click first, think second.