Meta has introduced a new content protection tool aimed at helping Facebook creators safeguard their original video reels from unauthorized use. The mobile-based feature, launched this week, is designed to identify when a reel published by a creator is being reused without permission across Facebook or Instagram.
Eligible creators who are notified of such reuse will have several options. They can block the unauthorized reel’s visibility on both platforms, monitor its performance, or add an attribution label that links back to their original content. Alternatively, they can opt to release their claim, allowing the content to remain live without interference.
The feature is available by default to participants in Meta’s Facebook Content Monetization program who also meet certain integrity and originality standards. Additional access is rolling out to creators who use Rights Manager, Meta’s system for managing copyrighted content.
Meta says this initiative is part of its broader effort to support original content creators and limit distribution tactics that rely on copying. In July, the company reported taking down approximately 10 million impersonator profiles and acted against around 500,000 accounts involved in spam or fake engagement tactics.
To qualify for the new content protection system, creators must first post their reels on Facebook, either directly or by using the cross-posting feature from Instagram. Once a reel is protected, the tool uses Meta’s existing Rights Manager technology to match copies of the video based on similarity. For each match, creators can view a percentage match score, along with information such as views, follower count, and monetization status of the account that posted the copy.
Creators also have control over which matches are flagged. They can maintain an “allow list” of accounts permitted to reuse their content, preventing false positives. If desired, they can track the copied reel’s performance and apply an attribution link that credits their original work. When added, the link places an “original” label on the reposted content and links back to the creator’s profile, page, or potentially the original reel.
If a creator blocks a reel, it will no longer be distributed across Facebook and Instagram, but Meta will not impose disciplinary action on the account that reposted it. The company says this is to deter misuse of the system and to maintain fairness. To help prevent abuse, creators who repeatedly submit false claims may face restrictions or lose access to the tool.
Creators can check their eligibility by reviewing notifications in their Feed, Professional Dashboard, or profile. They can also access the feature from the “Content Protection” section within the Professional Dashboard. Those not yet enrolled can apply directly through Facebook’s official channels.
If a creator finds their content used without protection or believes another account is wrongly claiming their material, they can file a takedown request using Meta’s copyright reporting process. The tool also includes a manual reporting option for cases the automated system may miss.
At present, the content protection tool is available only on mobile devices, though Meta is currently testing a desktop version within the Professional Dashboard.
Facebook’s move signals an ongoing investment in tools that help creators control and monetize their original material, particularly as short-form video continues to dominate social media platforms.
