Meta is stepping up its fight against online fraud, rolling out a fresh set of updates to its Brand Rights Protection tool for Facebook and Instagram. The changes promise faster takedowns, broader scam ad reporting, and a more streamlined experience for the brands trying to keep impostors at bay.
The tool, which already lets enrolled businesses monitor and report IP misuse, now goes beyond copyright and trademark concerns. Companies can flag suspected scam or misleading ads—even if they don’t directly infringe intellectual property—so long as they exploit the brand name without permission. The feature lives in the dashboard’s ads tab under the “Other” violation type, and it’s designed to help brands protect not just their logos but their customers.
Fewer Clicks, Faster Results
Meta has reworked the takedown request process to cut down on the friction. The old “Requests” tab has been renamed to “Drafts,” now split into sub-tabs for copyright, counterfeit, impersonation, and trademark violations. Businesses can also filter or search by email, report IDs, keywords, trademark names, or even report owners—an upgrade aimed squarely at time-strapped brand teams.
Part of a Bigger Play
These tweaks build on the 2024 overhaul of Brand Rights Protection, which introduced AI-powered matching, cross-surface searches, expanded image libraries, and bulk IP management. The latest version extends that with a cleaner interface and dedicated scam ad flagging, signaling Meta’s intent to make brand safety scalable—and proactive.
The stakes are high. In 2024 alone, Meta says it removed over 157 million ad units for scams, fraud, or deceptive practices. The company claims it works closely with law enforcement, experts, and industry partners to track patterns and “hold threat actors accountable.”
For brands, the message is clear: scams aren’t just a PR headache—they’re a customer trust killer. And in the high-speed ad economy, a better takedown tool could mean the difference between a minor blip and a full-blown brand crisis.
