What is Like-Gating?
Like-Gating is when a business would, through an API feature, requires people to like their Facebook Page to gain access to the page content and/or get something in return such as a discount coupons, promotions, etc. This was always allowed by Facebook, until now.
As of yesterday, Facebook changed the code so users have access to your page and any coupons, etc. you offer regardless of whether or not they like your page.
“You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, check in at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.”
The API updates will only affect page campaigns that are currently active and is using Like-gated campaigns. If you are not running a campaign as described above, you don't have to do anything with your page.
If you do have an active campaigns using Like-gating, you should remove them ASAP (or have the third-party you hired remove it.) If you don't, any copy on your campaign that states "Like our page to get this" (or similar) will not be applicable and may negatively impact your visitor's experience (or confuse them) while on your page. There will be no restricted content in your Like-gated campaigns. It will be a free-for-all for content and all content you've designed through third-party apps is up for grabs even if FB users do not like your page.
How Will This Impact Businesses?
Although you will no longer be able to build your 'Likes' through this method, in reality, you will be getting 'Likes' from people who are truly interested in your business, it's services or products... isn't that what is most important? Having 'Likes' from those who will never purchase from you is senseless to your business and bottom-line.