Meta has launched Facebook Content Protection, a new mobile tool designed to help creators safeguard their original reels from being copied or reposted without permission. The feature, announced on Monday, automatically detects when a creator’s reel posted to Facebook appears elsewhere across Facebook or Instagram.
When a match is detected, creators will receive an alert and can choose how to respond. They may block the reel’s visibility across both platforms, track its performance, add attribution links, or simply release their claim and allow it to remain online.
Meta says the tool is part of its broader effort to ensure original creators are not overshadowed by copycats. As part of that push, Meta revealed in July that it removed around 10 million fake or impersonating profiles targeting well-known creators, and also took action against 500,000 accounts involved in spam or fake engagement.
Although the system protects content across Facebook and Instagram, creators must ensure their reels are posted to Facebook, either directly or through Instagram’s Share to Facebook cross-posting option, to activate tracking. Meta hopes this will encourage more creators to publish or cross-post their work on Facebook.
The feature is being rolled out to creators in the Facebook Content Monetization program who meet Meta’s integrity and originality requirements. It is also expanding to creators who use Rights Manager, Meta’s existing rights-protection tool.
Creators can check their eligibility through notifications in their Feed, Professional Dashboard, or by navigating to “Content Protection” in their dashboard. Meta has also added an “allow list” feature for creators who want to permit other accounts to reuse their content without being flagged.
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If a reel is blocked, its distribution is restricted but the offending account doesn’t receive disciplinary action, a decision Meta says helps prevent misuse of the system. However, creators who abuse the tool or file false reports risk losing access or facing account restrictions.
Tracking is the default mode, and creators can dispute wrongful claims through Meta’s copyright takedown process in the IP reporting channel.
