Facebook creators now have a new tool to help protect their work from being used by others without permission. Meta has introduced Facebook Content Protection, a mobile tool designed to detect when a creator’s original reels posted to Facebook are being used without their consent.
When a creator is alerted that someone else is using their reels, they have several options. They can block the reel’s visibility across both Facebook and Instagram. They can also track the reel’s performance and optionally add attribution links to their work. Alternatively, they can choose to release their claim on the reel, allowing it to remain visible on Meta’s platforms.
Meta states that this new feature is part of its effort to help original creators succeed on Facebook without being overshadowed by copycats. As part of this initiative, Meta reported in July that it had removed around 10 million profiles impersonating large content creators and had taken action against 500,000 accounts engaged in spammy behavior or fake engagement.
Although the new system also works to protect original content posted on Instagram, creators must post their reels to Facebook to have them tracked. This includes using the cross-posting option from Instagram to share to Facebook. This move may encourage more creators to share their work on Facebook.
The new content protection system is automatically provided to Facebook creators in the Facebook Content Monetization program who also meet enhanced integrity and originality standards. Access is also rolling out to creators who use Rights Manager.
Creators can check their eligibility by looking for notifications in their Feed, Professional Dashboard, and profile. They can also check for access to the tool from their Professional Dashboard under the Content Protection section or apply for access on Facebook’s website.
The tool uses the same matching technology as Meta’s Rights Manager for copyright holders. It shows the percentage match for each surfaced match, along with other details like views, follower count, and monetization status.
The company says it is giving creators control over if and how the system flags matches. For example, if a creator has given permission to another account to use their content, they can add that account to an allow list so those duplicate reels are not automatically flagged.
Creators can release their claim on a video individually. If they choose to track the performance of a reel on another creator’s account, they can opt to add attribution links. These links add an original label to the reel that links back to the creator’s profile, page, or sometimes the original reel itself. Meta is currently testing linking back to the original reel, but linking to the page or profile is the default.
If a creator blocks a reel, its distribution is impacted, but the account that posted the reel does not receive any disciplinary action. This could be because Meta does not want the system abused to target specific accounts. The company also states that creators who abuse the system by submitting false reports could face restrictions against their own accounts or lose access to the tool. Tracking reels is the default setting.
Creators will be able to dispute instances where another account tries to protect a piece of the creator’s original work. They can submit a copyright takedown request through the intellectual property reporting channel. They can also submit a report if they find a match the tool did not surface using a specific option on the content protection overview screen.
For now, the new tool is only available on mobile devices, but Meta is testing its addition to the Professional Dashboard on desktop.