Meta has rolled out a new content protection tool on Facebook to help creators detect and control unauthorized use of their original Reels across Facebook and Instagram.
The feature, announced on Monday, automatically alerts creators when their Reels are reposted by other accounts without permission. Once notified, creators can choose to block the reposted Reel’s visibility on both platforms, track its performance, add attribution links, or release the claim entirely.
Meta said the feature is part of its push to support original creators and curb impersonation, noting that it removed around 10 million fake profiles earlier this year and took action against 500,000 accounts involved in spam and fake engagement.
Although the tool can protect content reposted on Instagram, creators must upload their original Reel to Facebook — either directly or by using Instagram’s “Share to Facebook” option — for it to be tracked.
The system is powered by the same matching technology behind Meta’s Rights Manager and is being made available to Facebook creators enrolled in the Content Monetization program, provided they meet Meta’s originality and integrity requirements. Access is also expanding to creators who use Rights Manager.
Creators can check eligibility from the Professional Dashboard under “Content Protection” or apply through Facebook’s website.
The tool offers creators control over how matches are handled, including the ability to whitelist accounts that have permission to use their content. They can also add attribution links to reposted clips, which display an “original” label pointing users back to the creator’s page or profile.
Blocked Reels will see reduced distribution, but Meta says no penalties will be issued to the accounts that repost them — a measure aimed at preventing misuse of the feature. Creators who file false claims may face restrictions.
The tool is currently available on mobile, with Meta testing desktop support for future rollout.
