Meta rolls out updates to improve brand safety on Facebook and Instagram

Meta is introducing new tools and updates to enhance the protection of intellectual property (IP) for brands, including:

• An updated Brand Rights Protection Manager platform.
• A new Intellectual Property Reporting Center.
• A new “Protecting Businesses” section on the Meta for Business website.

Why we care. Brands are susceptible to counterfeit scams on Facebook, posing a threat to their reputation and consumer confidence. Meta’s integration of AI to combat this issue is a step in the right direction to make its platforms a safer space for brands to advertise and for consumers to shop.

What is Brand Rights Protection? Brand Rights Protection is a tool that helps businesses to protect their brand and customers against counterfeit products on Meta platforms.

What’s changing? Meta is rolling out several updates to this platform, including:

• Brand Rights Tracking Tool: This feature utilizes AI so that when brands upload reference images, they can access saved searches and broader search parameters for higher-quality matches to detect counterfeits.
• Increased Reference Image Limit: Meta is allowing brands to upload more images, going from 50 to 200, so that its system can check a wider range of variations.
• Enhanced Control: Meta is expanding its Rights Manager platform, enabling broader content blocking and introducing image ownership tagging for enhanced control by copyright holders.

Brand Rights Protection eligibility. You can apply for Brand Rights Protection if you fulfil the following requirements:

• Business must have an account on Business Manager.
• Brand must own a registered trademark.
  • Trademark must be active and text-based or image-based.
• Business has no history of intellectual property violations.
• Applicant must be an employee of brand or business.

New IP Reporting Center. This new feature serves as a centralized database for IP violation reports, with the aim of streamlining the tracking process. It consolidates relevant account information and reporting history in one accessible platform.

How it works. Brands are required to log in to their Facebook, Instagram, or Business Manager account to use the IP Reporting Center. Multiple users under the same Business Manager account can view the reporting history for the entire business.

Protecting Businesses. This new section on the Meta for Business website will provide notes and guides to help businesses develop a brand protection strateg and mitigate the impact of brand misuse.

What Meta is saying. A Meta spokesperson said in a statement:

• “These improvements will further help businesses manage their presence, report misuse and reduce the impact of intellectual property infringement, brand misrepresentation and scams.”
• ” Our goal is to ensure businesses and rights holders can grow their brands, while controlling how their content is used.”

Deep dive. Read Meta’s announcement in full for more information.