Meta has introduced a new feature designed to help Facebook Reels creators protect their original content from being copied or reposted without permission. The tool, called Facebook content protection, uses advanced matching technology to identify stolen reels and alert creators instantly.
The system allows creators to see when their work appears on Facebook or Instagram without authorization. Once a match is detected, creators can block the copied reel, track its performance, add attribution links, or simply allow it to stay online. Meta says the feature is powered by the same technology used in Rights Manager, which already helps protect copyrighted material across the platform.
The rollout comes at a time when content theft and impersonation have been growing problems. Earlier this year, Meta removed millions of fake or impersonating accounts, reinforcing the importance of protecting original creators. The company says the new tool aims to ensure genuine creators get the visibility they deserve.
To use the feature, creators must upload or cross-post their reels on Facebook. Only then can Meta track unauthorized copies across Facebook and Instagram. The feature is automatically available to creators in Facebook’s Content Monetization program and those who meet Meta’s originality and integrity standards. Others using Rights Manager are gradually receiving access.
Creators can personalize the tool by adjusting match settings or adding certain accounts to an allow list if they already have permission to repost. Meta is also testing a link that would lead viewers directly to the original reel. For now, links point to the creator’s profile or page.
If a copied reel is blocked, its reach is reduced, but Meta will not penalize the account that posted it. The company says this approach reduces the risk of creators abusing the tool. However, those who misuse the system may face restrictions or lose access.
The feature currently works only on mobile, but Meta is testing a desktop version through the Professional Dashboard. With this new protection system, Meta hopes to support creators who rely on originality, giving them more confidence to share content across platforms.
