Meta Launches New Tool to Alert Creators When Their Content Is Stolen on Facebook and Instagram

Meta is rolling out a new feature designed to give creators greater control over their content and help safeguard originality across Facebook and Instagram. The company has launched Facebook Content Protection, a mobile-focused tool that detects when someone reposts or copies a creator’s reel and alerts the original owner before the copied version gains traction.

This update comes as creators increasingly express concerns about their work being lifted without permission, leading to lost views, credit, and potential income. Meta says the new system aims to address these worries by making content protection more proactive and easier to manage.

How the new content protection tool works

As soon as Meta’s system identifies a reel that appears to be a copy of the original, the creator receives a notification. From there, they get to choose how to handle the detected match. Options include restricting the copied reel’s visibility on both Facebook and Instagram, monitoring its performance, adding attribution links, or simply allowing it to remain online if they don’t object.

Creators also have access to an “allow list,” a feature especially useful for collaborations, partnerships, or situations where reuse of a video is pre-approved. This enables the system to avoid flagging authorized uploads.

However, there is one key condition: tracking on Instagram works only if the creator uploads the original reel to Facebook—either directly or through Instagram’s “Share to Facebook” feature. Once the reel enters Facebook’s database, the tool starts scanning for similar content across both platforms.

Meta says this matching process is powered by the same technology behind its Rights Manager system. As a result, creators can expect a detailed breakdown for each match, including how closely the copied reel resembles the original, its performance metrics, and information about the account that reposted it. Since tracking is enabled by default, creators will automatically receive notifications unless they decide to turn it off.

Meta reinforces push for originality

According to Meta, the new system aligns with its broader mission to promote authentic creativity. Earlier this year, the company removed 10 million impersonation-related profiles and acted against 500,000 accounts engaged in spam and fake engagement. With short-form video competition intensifying, Meta says it wants to ensure that original creators continue to receive the credit and visibility they deserve.

The feature is automatically turned on for creators participating in Meta’s Content Monetisation program who meet the platform’s originality and integrity standards. It is also being extended to those already using Rights Manager. Eligible users will see prompts within their Feed, Professional Dashboard, or profile. Other creators can check for the option under the “Content Protection” section or apply through Meta’s website.

Misuse prevention and dispute options

Meta clarifies that blocking a copied reel only reduces its reach and does not penalize the account that uploaded it. This is meant to prevent creators from using the tool to target or harass other users unfairly. At the same time, Meta warns that misusing the feature—such as submitting false claims—can lead to restrictions or permanent removal of access.

Creators who believe their work has been wrongly claimed by someone else can dispute it through Meta’s IP reporting process or by using the “Can’t find a specific match?” option.

Mobile-only for now

Currently, the tool is accessible only on mobile devices, but Meta says testing is underway to bring it to the desktop Professional Dashboard soon.