Meta releases a new tool to protect reels creators from having their work stolen

Facebook creators are getting a new tool aimed at stopping others from lifting and reposting their work without permission. On Monday, Meta introduced a new mobile feature called Facebook Content Protection, designed to detect when an original reel posted on Facebook is being reused elsewhere without authorisation.

When a creator is notified that someone else has posted their reel, they can choose from several actions. They can block the reel’s visibility on both Facebook and Instagram, track how the reel is performing on the other account, or add attribution links that credit the original creator. They can also decide to release their claim entirely, allowing the reel to remain live across Meta’s platforms.

Meta says this feature is part of its broader effort to help original creators stand out on Facebook, rather than being overshadowed by copycats. In July, the company stated that it had removed approximately 10 million profiles impersonating well-known creators and taken action against 500,000 accounts involved in spam or fake engagement.

Image Credits: Meta

Although the system can detect stolen content uploaded to Instagram, it only works when the creator originally posts their reel on Facebook. This also applies when they use Instagram’s cross-posting feature to share to Facebook. As a result, the new tool may encourage more creators to publish their work directly on Facebook.

The content protection system is being automatically rolled out to Facebook creators in the Facebook Content Monetisation program who meet enhanced standards for originality and integrity. It’s also becoming available to creators who already use Meta’s Rights Manager tool.

Image Credits: Meta

Creators can check their eligibility through notifications in their Feed, Professional Dashboard, or profile. They can also look under “Content Protection” in the Professional Dashboard or apply through Facebook’s website.

The new tool utilises the same matching technology as Rights Manager, which evaluates the degree of similarity between two videos and displays details such as match percentage, follower count, and customisation status. Creators can also customise how the tool works: if they’ve permitted another account to use their content, they can add that account to an “allow list” so those uploads don’t trigger a match.

For each detected match, creators can choose to release the claim, block the reel’s visibility, or track performance and add attribution links. Meta is also testing a feature that allows links back to the original reel, although linking to a creator’s profile or page is currently the standard.

If a reel is blocked, its distribution is reduced — but the account that reposted the content doesn’t automatically face penalties. Meta says this helps prevent the feature from being misused to target specific accounts. However, creators who intentionally submit false claims may face restrictions or have their access to the tool revoked.

Image Credits: Meta

Tracking reels is enabled by default. Creators can dispute cases where someone else wrongly claims their original work by submitting a copyright takedown request through Meta’s IP reporting channel. They can also report matches the tool may have missed through a “Can’t find a specific match?” option.

For now, the tool is available only on mobile, but Meta says it is testing integration into the Professional Dashboard for desktop users.