Meta has launched a new mobile tool called Facebook Content Protection to help creators safeguard their original reels from unauthorised reuse. This feature automatically detects when a creator’s reels posted on Facebook appear elsewhere without permission.
When notified of unauthorised usage, creators can block the reel on Facebook and Instagram, track its performance, or add attribution links crediting the original creator. They can also choose to release their claim, allowing the reel to stay visible.
This effort supports Meta’s aim to promote authentic content and counteract imitators and reposts. The system also works for Instagram reels, provided they are posted on Facebook or shared there via Instagram’s cross-posting feature, encouraging creators to distribute their work on both platforms.
Access to this tool is granted automatically to creators enrolled in Facebook’s Content Monetisation programme who meet stricter originality standards, with gradual rollout to Rights Manager users. Eligibility is indicated by notifications or can be checked and applied for via Facebook’s Professional Dashboard.
Using the same matching technology as Meta’s Rights Manager, the tool provides detailed reports on match percentages, views, follower counts, and monetisation status. Creators can manage matches by allowing authorised accounts on an “allow list,” releasing claims, or adding attribution labels linking back to their profiles or original reels.
Blocking copied reels limits their distribution but does not penalise the offending account, to prevent misuse. However, creators filing false claims may face restrictions or loss of access. The default mode tracks reel use, and disputed claims can be contested via copyright takedown reports. If matches are missed, creators can manually report them.
Currently mobile-only, Meta plans to extend the feature to the desktop Professional Dashboard, further enhancing control for creators.