Meta introduces Content Protection, a mobile tool in the Facebook app’s Professional Dashboard that automatically protects original reels posted to Facebook. The system continuously scans Facebook and Instagram for full or partial matches to protected reels, using the same matching technology as Meta’s Rights Manager.

Once creators enroll in content protection, every original reel posted to Facebook receives automatic protection. Creators can also manually select eligible reels posted before enrollment for protection. The tool detects matches across both platforms but requires creators to post their reels directly to Facebook, including content shared through Instagram’s “Share to Facebook” cross-posting feature.

When the system detects a match, creators receive notifications and can review details about the matching content, including views, follower count, monetization status, and the percentage match for each detection.

Three Action Options for Matches

Creators reviewing matches in their Professional Dashboard can choose from three actions. 

The track option keeps the matching reel visible while allowing creators to monitor its performance, serving as the default setting. Creators can add attribution links to select eligible tracked matches on Facebook, placing an “original by” label on the reel that links back to the creator’s page or profile. Meta is currently running tests for linking back to the original reel itself, although linking to the page or profile remains the default.

The block option makes the matching reel not visible on Facebook or Instagram, reducing the reel’s distribution without imposing disciplinary action against the other account. 

The release option removes the creator’s claim and allows the reel to stay visible on Meta’s platforms, removing the matching post from the match dashboard entirely.

Creators can revisit matches at any time to take different actions from their initial choice.

Allow Lists and Dispute Processes

Creators who have granted permission to certain accounts to use their content can add those accounts to an “allow list” through the content protection overview tab. This prevents matches from those accounts from appearing in notifications.

Meta is implementing processes for original content owners to protect their work if another account attempts to protect it first. Creators can dispute attempts to protect their original work by another account by submitting a copyright takedown request through Meta’s IP reporting channel. 

The IP reporting channel also accepts reports for matches that the tool fails to surface, accessible through a “Can’t find a specific match?” option on the content protection overview screen.

Eligibility and Access

Meta provides automatic access to content protection for creators in its Facebook Content Monetization program who meet enhanced integrity and originality standards. Access also rolls out to creators who use Rights Manager.

Eligible creators see notifications in Feed, the Professional Dashboard, and their profile. Creators can check for access by navigating to the Professional Dashboard, then Content, then Content protection. Creators who believe they need access can apply through Facebook’s website.

The tool currently operates on mobile only, though Meta confirmed to TechCrunch that it is testing adding it to the Professional Dashboard on desktop.

Usage Requirements and Restrictions

Content protection works for reels posted directly to Facebook, with detection occurring across Facebook and Instagram. Meta recommends that creators share reels on Facebook early to ensure protection from the start.

The company’s systems determine whether uploaded reels meet eligibility requirements for protection, and remove protection after posting for ineligible content. Reaction videos and compilations typically fail to meet eligibility standards. Meta recommends that creators remove protection on reels that do not meet standards by adjusting a reel’s protection settings in the Professional Dashboard.

Misusing content protection by repeatedly attempting to claim and take action on reels the creator does not own can result in restrictions or loss of access to the tool.

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