Meta unveils new tool to protect Reels creators from content theft

Meta is stepping up its fight against content theft with a new tool designed to help Reels creators protect their work from being reposted without permission.

The feature, rolling out now for mobile users, allows creators to detect when their short-form videos have been copied and reuploaded across Facebook.

The new system builds on Meta’s existing media-matching technology, but it places control directly into the hands of individual creators, especially those who rely on originality for reach, growth, and revenue.

The protection feature continuously scans Facebook for matches to a creator’s original Reels. Once a suspected match is detected, the creator receives a notification and has the option to:

Block the repost, reducing its distribution and visibility

Track it, allowing them to monitor views and engagement

Release the claim, letting the repost remain untouched

Uniquely, creators can add attribution links to their original content instead of taking down the copy; a move Meta suggests could turn theft into exposure.

The feature is automatically available to creators who already meet Meta’s originality and integrity standards, such as those enrolled in monetisation programs or using Rights Manager.

Others may receive access soon as part of a phased rollout. Creators can check their status via the Professional Dashboard, their notification feed, or directly within the Content Protection section of the Facebook app.

Meta’s latest feature comes at a time when reposting, sometimes with watermarks removed, has become a widespread issue across short-form platforms.

Duplicate videos can siphon views and earnings away from original creators, especially those building a livelihood from Reels.

Meta has already taken action against millions of fake and impersonating accounts worldwide, but this tool is the company’s clearest signal yet that it intends to elevate original creators over copycats.

For now, the feature only monitors content posted to Facebook.

Reels that remain exclusive to Instagram will not benefit from this protection, a gap that may be addressed in future updates.

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Meta is also warning that misuse of the tool, including false claims, may lead to penalties or loss of access.

A desktop version is also in testing, signalling that Meta intends to expand creator protections beyond mobile devices and into more professional workflows.