Meta Unveils New Tool to Safeguard Reels Creators from Content Theft
In a significant move to protect content creators, Meta has introduced a mobile tool designed to detect unauthorized use of original Reels posted on Facebook. This initiative aims to empower creators by providing them with mechanisms to monitor and control the distribution of their content across Meta’s platforms.
Key Features of the Content Protection Tool:
1. Detection of Unauthorized Use: The tool alerts creators when their original Reels are used without permission, enabling them to take appropriate action.
2. Control Over Content Distribution: Creators can choose to block the visibility of unauthorized Reels across both Facebook and Instagram, ensuring their content remains under their control.
3. Performance Tracking and Attribution: The tool allows creators to monitor the performance of their Reels and add attribution links, ensuring proper credit is given for their work.
4. Option to Release Claims: If a creator decides to allow the unauthorized use, they can release their claim, permitting the Reel to remain visible on Meta’s platforms.
This content protection feature is part of Meta’s broader effort to support original creators and prevent their work from being overshadowed by imitators. In July, Meta reported the removal of approximately 10 million profiles impersonating prominent content creators and took action against 500,000 accounts involved in spammy behavior or fake engagement.
Eligibility and Access:
The new system also extends protection to original content posted on Instagram. However, creators must post their Reels to Facebook to have them tracked, including using the cross-posting option from Instagram to Share to Facebook. This approach may encourage more creators to share their work on Facebook.
The content protection system is automatically available to Facebook creators enrolled in the Facebook Content Monetization program who meet enhanced integrity and originality standards. Additionally, access is being rolled out to creators using Rights Manager.
How to Check Eligibility:
Creators can determine their eligibility by looking for notifications in their Feed, Professional Dashboard, and profile. Alternatively, they can check for access to the tool in their Professional Dashboard under Content Protection. Applications for access are also available on Facebook’s website.
Functionality and Control:
The tool utilizes the same matching technology as Meta’s Rights Manager for copyright holders. It displays the percentage match for each detected instance, along with details such as views, follower count, and monetization status.
Creators have control over how the system flags matches. For example, if permission has been granted to another account to use their content, creators can add them to an allow list to prevent automatic flagging.
Creators can also release their claim on a video on a one-off basis. If they choose to track the performance of a Reel on another creator’s account, they can opt to add attribution links. These links will add an original label to the Reel that links back to the creator’s profile, page, or, in some cases, the original Reel itself.
Blocking a Reel affects its distribution, but the account that used the Reel without permission does not receive disciplinary action. This approach prevents potential abuse of the system to target specific accounts. Creators who submit false reports may face restrictions on their own accounts or lose access to the tool.
Tracking Reels is the default setting.
Dispute Resolution:
Creators can dispute instances where another account tries to protect a piece of their original work by submitting a copyright takedown request through the IP reporting channel. If a match is not surfaced by the tool, creators can report it via the Can’t find a specific match? option on the content protection overview screen.
Currently, the new tool is mobile-only, but Meta is testing its addition to the Professional Dashboard on the desktop.
