Meta has announced a new tool, called Facebook Content Protection, designed to help creators prevent unauthorized copying of their reels. The system detects when a reel closely matches an original and notifies the creator instantaneously.
Creators can either block the content from appearing anywhere else, track its reach, add links for attribution, or release the claim if they allow it to be used.
Creators must first upload their reels to Facebook, either directly or by using Instagram’s ‘Share to Facebook’ feature. Once the platform reel is in the system, the tool scans for matching content across both platforms using the same technology as Meta’s Right Manager. Creators will receive detailed reports on how close the match is, along with statistics such as views and follower count on the account sharing the copied reel.
Creators can also set up an ‘allow list’ to permit trusted partners or authorized accounts to reuse their videos without triggering alerts.
The new system by Meta aligns with its broader moves to promote original content on its platforms. Earlier this year, the company removed 10 million impersonating profiles and took action against 500,000 accounts involved in spam or fake engagement. As short-form video content gains tremendous popularity, Meta aims to ensure that authentic creators receive proper recognition and control over their work.
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The Content Protection feature will automatically be made available to creators in Meta’s Content Monetisation program who meet the originality criteria, and to users of Right Manager. Eligible creators will be shown prompts in their Feed, Professional Dashboard, or profile. Otherwise, users can access the tool by going to the dashboard, via the Content Protection section, or by application via Meta’s official website.
According to Meta, blocking duplicate reels is merely a visibility reduction and not an account penalty. The system cannot be modified maliciously to target users for unfair reasons. Abusers of such a system, though, do stand to lose their access. Appeals over false claims can also be made using Meta’s IP reporting channel or another new option labeled ‘Can’t find a specific match?’
The tool is currently only available on mobile apps; however, Meta is testing a desktop version within the Professional Dashboard for future rollout.