Meta is expanding its efforts to safeguard originality on its platforms with the launch of Facebook Content Protection, a new mobile tool aimed at helping Reels creators defend their work from unauthorized reuse. The feature, which was unveiled on Monday, gives creators more control over how their content is used on Facebook and Instagram by automatically identifying instances in which a creator’s original Reel shared on Facebook appears elsewhere without authorization.
Once a match is identified, creators receive an alert and can decide how to respond. They can block the repost from reaching any audience by blocking the duplicated Reel’s visibility on both sites. Instead, they can decide to follow the repost, keeping an eye on its interaction, traction, and reach while letting it remain online. In order to guarantee that viewers are taken back to the original creator’s page, Meta also provides an option for creators who would rather be visible than removed. Additionally, if the creator has no objections, they can just give up their claim, making the copy unrestricted.
Meta says this new safeguard is part of its broader mission to help original creators thrive without being overshadowed by accounts that recycle, mimic, or outright steal content. The company disclosed that it eliminated around 10 million identities that were impersonating well-known artists earlier this year and took action against an additional 500,000 accounts that engaged in spam-like activity and phony interaction. The new tool, which strengthens trust and gives creators more control over how their material spreads, is positioned by the firm as an extension of that endeavor.
Meta emphasizes that in order for the system to track and protect original content that appears on Instagram, creators must share their Reels on Facebook or, at the very least, cross-post them via the “Share to Facebook” option. This need would encourage Instagram-first artists to start posting more frequently on Facebook, particularly those who want their short films to be automatically monitored and have their claims handled.
The tool builds on Meta’s existing Rights Manager technology but delivers a more accessible version tailored for mobile creators rather than large media publishers. Although Rights Manager provides strong content matching, it has historically been more complicated and necessitates extra eligibility checks. On the other side, Facebook Work Protection is intended to be a simple and accessible substitute for regular producers who wish to have great control over their work without having to deal with a complex rights-management system.
According to Meta, creators that take part in Facebook Content Monetization and who adhere to higher criteria of integrity and authenticity will immediately receive the functionality. Access is also being extended to creators who currently use Rights Manager, providing them with easier mobile protection.
Many producers have found it difficult to retain credit and recognition due to the growing competition for short-form videos and the deluge of repeated snippets on social media. Meta anticipates that the new method will resolve long-standing issues, deter material theft, and eventually motivate more artists to post their work on Facebook, where they can make use of improved tracking and unambiguous channels to safeguard their uniqueness.
