Meta is rolling out a new mobile tool designed to help Facebook creators protect their original reels from being stolen without permission. The feature, called Facebook content protection, alerts creators when someone reposts their work on Facebook or Instagram.
Once notified, creators can block the visibility of that reel across both platforms, track how the reposted content is performing, or add attribution links that direct viewers back to their own profiles. They can also choose to release their claim and allow the reel to remain online.
Meta says the new tool is part of a broader effort to support originality on Facebook. In July, the company removed around 10 million profiles impersonating major creators and took action against 500,000 accounts involved in spam or fake engagement.
Although the protection system also covers content originally uploaded to Instagram, a reel must be posted on Facebook or shared from Instagram using the platform’s cross-posting option to be tracked. Meta expects the feature to encourage more creators to publish their work directly on Facebook.
Access to content protection is being rolled out automatically to creators who are part of Facebook’s Content Monetization program and meet Meta’s standards for integrity and originality. It is also becoming available to creators who use Rights Manager.
Eligible creators will see notifications in their Feed, Professional Dashboard, or profile. They can also check for access under the “Content Protection” section of the Professional Dashboard or apply through Facebook’s website.
The feature uses the same matching technology that powers Rights Manager. It displays how closely a reposted video matches the creator’s original reel and shows additional details such as views, follower count, and monetization status of the account using the content.
Creators can manage how the system flags matches by adding trusted accounts to an allow list, ensuring those reels are not incorrectly flagged. They can also release claims on individual videos or add attribution links to track performance when someone else posts their content.
If a creator chooses to block a reel, its reach will be limited, but Meta will not penalize the account that posted the unauthorized version. The company says this safeguard exists to prevent creators from using the feature to unfairly target others. Those who misuse the tool by submitting false reports may face restrictions on their own accounts or lose access to the feature altogether. Tracking reels are enabled by default.
Creators can challenge incorrect claims made by others by filing a takedown request through Meta’s IP reporting channel. They can also report matches that the system fails to detect using the “Can’t find a specific match?” option in the content protection panel.
For now, the tool is available only on mobile, but Meta says it is testing an expansion to the Professional Dashboard on desktop.
