Meta Rolls Out New Tool to Guard Reels Creators

Meta is strengthening its support for creators with a new system designed to stop their work from being copied without permission. The company has launched Facebook content protection, a mobile tool that detects when a creator’s reel is being reused on Facebook or Instagram without approval. The feature alerts creators when matches appear and gives them several ways to respond.

Creators can block the reposted reel across both platforms, track how it performs, or add attribution links that point viewers back to their own page. They may also choose to let the repost stand if they prefer. Meta says the tool is part of its ongoing effort to ensure original creators are not overshadowed by copycats online.

Image Credit: META

Earlier this year, Meta said it had removed nearly 10 million accounts impersonating popular creators. It also took action against half a million accounts involved in fake engagement. The company believes the new feature will help further reduce misuse, especially as more creators rely on reels for visibility and income.

How Facebook Content Protection Works

The new system uses the same matching technology found in Meta’s Rights Manager. It scans for copies of creators’ reels and displays a percentage match, along with details such as views, follower count, and monetisation status. Because Facebook content protection is closely tied to Facebook’s platform, creators must post their reels on Facebook for tracking to work, even if they usually create on Instagram.

Image Credit: META

Meta says the tool will be available by default to creators in its Content Monetisation programme, as long as they meet its integrity and originality standards. Rights Manager users will also gain access as the feature rolls out. Eligible creators will see prompts on their Professional Dashboard or in their feed, but they can also apply for access through Facebook’s website.

Image Source: META

To avoid false flags, creators can add trusted accounts to an “allow list,” which tells the system not to mark those reels as stolen. They can also release a claim if they want the repost to remain visible. Blocking a reel reduces its reach but does not penalise the account that reposted it, a decision Meta says is meant to prevent targeted misuse of the system. Creators who submit false claims may face restrictions.

Creators can dispute wrongful claims made against them by submitting copyright requests through Meta’s IP reporting channel. They can also report missed matches if the tool fails to detect a copy.

Although the new feature is currently mobile-only, Meta says it is testing a desktop version for the Professional Dashboard.