Meta streamlines business safeguard features, introducing a more user-friendly design
Meta has rolled out updates to its Brand Rights Protection tools on August 11, 2022, enhancing the safety and efficiency of advertising for businesses on Facebook and Instagram. These updates aim to help businesses protect their image from unruly uses and provide a safer experience for users.
Expanded Scam Ad Reporting
The updates introduce an expanded scam ad reporting feature for businesses enrolled in Brand Rights Protection. This feature allows businesses to report suspected scam or misleading ads at scale, including ads that do not directly infringe on their intellectual property but exploit their brand name or identity without authorization. This feature is accessible under the "Other" violation type in the Ads tab of the tool.
With this update, brands can take action against deceptive practices and fraud that could harm both businesses and consumers, covering a wider scope than previously limited to trademark or copyright violations.
Simplified and Redesigned Takedown Request Workflow
The former "Requests" section is now the "Drafts" tab, featuring sub-tabs categorized by violation type: Copyright, Counterfeit, Impersonation, and Trademark. The "Reports" tab has enhanced filtering and search capabilities, allowing searching by email report ID, keywords, trademark names, and report owner names, which streamlines management of takedown requests.
These changes reduce administrative burden, improve usability, and save time for businesses managing multiple requests.
Additional Context
The tool uses image-matching technology to scan ads automatically when brands upload logos or product images, helping detect potential IP misuse. These updates are part of Meta's broader effort to fight fraud and scams, with over 157 million pieces of violating ad content removed in 2024 alone across its platforms.
Meta emphasizes these changes empower brands to protect their identity and provide safer experiences for users by mitigating misleading or deceptive advertising. The updates are also available on all Meta platforms, including those for users in Canada.
Businesses with MMAs can log into their Brand Rights Protection dashboard with SSO (single sign-on), eliminating the need for a personal Facebook account. The "Request" tab in the Brand Rights Protection tools has been renamed to "Drafts."
These updates are just part of Meta's ongoing efforts to improve its advertising ecosystem. Earlier this year, Meta announced generative AI tools, including its Advantage Plus Creative tool, which can alter an original photo’s background with new creative input for an "entirely new" image and has text generation abilities to help users create catchy titles for their ads.
[1] Meta's Brand Rights Protection tools updated to help businesses protect their image
[2] Meta Announces New Features for Brand Rights Protection
[3] Meta's Brand Rights Protection: What it means for businesses
[4] Meta's Advantage Plus Creative: A New Era in Advertising
[5] Meta's Text Generation Abilities for Advantage Plus Creative
- The expansion of the scam ad reporting feature in Meta's Brand Rights Protection tools, which allows businesses to report potential misuse of their brand name or identity, is a valuable addition to the finance and technology sectors, as it helps protect businesses from deceptive practices and fraud.
- Businesses managing their advertising on Facebook and Instagram can benefit from Meta's redesigned takedown request workflow, as it simplifies the process and improves usability, potentially leading to cost savings in technology and administrative resources.
