What is "black hat" and "white hat" technique?

Is anyone aware of a black hat technique involving Facebook ads that drastically increases Facebook likes?

• We don't want to use it. We just want to be able to warn clients about it if it's not white hat. Any clues would be great.

• Answer:

  Hey Joan :) I don't have much experience with Facebook advertising other than sponsored posts, but I suppose you could create an ad promising a very enticing incentive, then not deliver on it. I can imagine that would cause an initial influx of Likes, but with pretty terrible overall retention rate. Anything 'black hat' usually involves organic manipulation of results through abuse of on or off page optimization. Maybe explain to your client the above question is sort of like asking "what Adwords PPC campaign can I create to bring a shitload of visitors with low purchase intent to my site and increase bounce rate?" Other than that, I'm not aware of any black hat fb ad spend tactics. Hope this somewhat helps, or at least opens up the lines of good ol' client communications.