Meta's New Tool Protects Reels Creators from Theft

Facebook Introduces New Content Protection Tools for Creators

Facebook creators now have access to a new system designed to safeguard their original content. Meta announced on Monday the launch of Facebook content protection, a mobile-based feature.

This tool is specifically engineered to identify instances where a creator’s original reels, published on Facebook, are utilized without authorization.

Responding to Unauthorized Use

Should a creator be notified of unauthorized use of their reels, several options are available. They can choose to block the reel’s visibility across both Facebook and Instagram platforms.

Alternatively, creators can monitor the reel’s performance and, if desired, incorporate attribution links directing viewers back to their original work.

A third option allows creators to relinquish their claim on the reel, permitting it to remain visible on Meta’s platforms.

Meta’s Commitment to Originality

Meta emphasizes that the introduction of this content protection feature is a key component of their broader efforts to support and empower original creators on Facebook.

This initiative builds upon previous actions, including the removal of approximately 10 million profiles impersonating prominent content creators, as reported in July.

Furthermore, Meta has taken action against 500,000 accounts exhibiting spammy activities or engaging in artificial engagement tactics.

Functionality and Platform Compatibility

While the system is also designed to protect original content on Instagram, tracking requires initial posting of reels to Facebook.

This includes reels shared from Instagram via the “Share to Facebook” cross-posting feature.

This functionality may incentivize creators to increase their presence and content sharing on Facebook.

Eligibility and Access

The new content protection system is automatically available to Facebook creators participating in the Facebook Content Monetization program.

Access is granted to those who meet specific enhanced integrity and originality criteria.

Additionally, creators utilizing Rights Manager are also receiving access to the new program.

Creators can determine their eligibility through notifications in their Feed, Professional Dashboard, and profile.

Access can also be checked and requested via the Professional Dashboard, under the “Content Protection” section, or directly on Facebook’s website.

Underlying Technology and Matching Details

The tool leverages the same matching technology currently employed by Meta’s Rights Manager for copyright holders.

It provides a percentage match score for each identified instance, alongside additional details such as views, follower count, and monetization status.

Control and Customization

Creators retain control over how the system identifies and flags potential matches.

An “allow list” feature enables creators to authorize specific accounts to use their content, preventing automatic flagging of those duplicate reels.

Attribution and Blocking Options

Creators can release their claim on a video individually or opt to add attribution links when tracking a reel’s performance on another creator’s account.

These links will display an “original” label, linking back to the creator’s profile, page, or the original reel itself.

Meta is currently testing direct linking to the original reel, with linking to the page or profile as the current default.

Blocking a reel impacts its distribution, but does not result in disciplinary action against the account that shared it.

This approach aims to prevent abuse of the system for targeting specific accounts.

However, creators who misuse the system by submitting false reports may face restrictions on their own accounts or lose access to the tool.

Dispute Resolution

Tracking reels is the default setting within the system.

Creators can dispute instances where another account attempts to protect their original work by submitting a copyright takedown request through the established IP reporting channel.

A “Can’t find a specific match?” option is also available on the content protection overview screen for reporting missed matches.

Currently, the tool is exclusively available on mobile devices, but Meta is testing its integration into the Professional Dashboard on desktop platforms.