Meta’s new content protection tool aims to give Reels creators real control

Meta

Facebook is expanding its support for original creators with a mobile content protection tool designed to stop others from reusing Reels without permission. This new system automatically alerts a creator when their clip appears elsewhere on Facebook or Instagram. Once notified, creators can either block visibility of the copied post across both platforms, track its performance, add attribution links, or simply release their claim if they want the content to remain visible.

Meta frames this as part of a larger push to make Facebook a fairer and more reliable place for creators to grow. The company noted earlier this year that it removed nearly 10 million profiles impersonating well-known creators, alongside action against hundreds of thousands of accounts involved in spam or engagement fraud. The new tool builds on those efforts by giving creators a direct way to monitor and control how their Reels circulate.

For the protection system to work, creators must post their Reels to Facebook, or at least cross-post from Instagram using the Share to Facebook option. This requirement subtly nudges creators to publish more frequently on Facebook, where the tracking technology runs by default.

The system is automatically being enabled for creators enrolled in Facebook’s Content Monetisation programme and those meeting higher standards of originality and platform integrity. Rights Manager users are also starting to receive access. Creators can check their eligibility through notifications, their Professional Dashboard, or by applying directly through Facebook’s website.

Meta is using the same matching technology that powers Rights Manager for copyright holders. Each detected match shows the similarity percentage, view count, follower count, and monetisation status, giving creators clear data before deciding what action to take. To avoid unnecessary flags, creators can use an allow list to whitelist accounts already authorised to reuse their clips.

If a creator prefers to track a copied Reel rather than block it, they can add attribution links, which label the clip as original and direct viewers back to the creator’s profile or page. Meta is testing a version that links directly to the original Reel, though profile links remain the default.

Blocking a copied Reel affects its reach but does not penalise the account that reposted it. Meta says this is intentional to prevent targeted misuse of the tool. However, creators who file false claims risk losing access. If someone else attempts to protect content that is not theirs, creators can challenge it through copyright takedown requests using the platform’s IP reporting tools. Facebook also provides a manual reporting option if the automated system misses a specific match.