It's perfectly legal. Those are free services which can ban you for no reason, so whoever sells these things may be selling a product that quickly loses value. That's all you gotta watch for - you buy 20k likes, but 10k get banned overnight...no refunds, etc.
So far it has not been regulated by any laws that I know of.
Spamming Google, Facebook, etc is perfectly legal, though they'd love to make it illegal. Since they're out there to collect your personal data, they don't want to restrict their user base by suing everyone. Plus it's kinda Internet Culture to allow a certain level of harmless black hat to go on, otherwise it becomes a closed and controlled system(though Google is trying hard to make it so, and they're failing miserably while at it....).