Facebook’s looking to help businesses crackdown on unapproved use of their intellectual property across its apps, with a new update to its Commerce and Ads IP Tool, which it’s also renaming to ‘Brand Rights Protection’, providing a more direct description of its purpose.

Facebook Brand Rights Protection

Facebook’s Brand Rights Protection platform, as shown in this image, allows businesses to upload images of their licensed products, which Facebook’s systems can then use as a reference point for detecting similar matches and highlighting potential usage violations in Page posts, Marketplace listings, and other places.

As explained by Facebook:

“Brand Rights Protection allows enrolled trademark owners to search and report content that they believe infringes on their IP rights, and now offers features to streamline and automate the process.”

Businesses need to register their trademark certificates and credentials with Facebook, which will then give them capacity to utilize the tool to detect matches based on legal ownership.

The ability to upload and retain up to 10 photos, including as logos or product images, for use in scanning material across Facebook and Instagram is the most significant change to the new platform. Brands have only been allowed to search on a proactive, case-by-case basis up until now, and they haven’t been able to save these searches. The new upgrade will increase the capability for constant tracking and warnings, allowing IP owners to better detect possible product infringement.

Additionally, Facebook is expanding the tool’s search capabilities beyond sponsored advertisements, allowing marketers to look for and report Instagram accounts and posts that they believe are infringing on their rights.

That’s a big step forward, and it’ll certainly identify a lot more IP infractions in the future, including unlicensed or undesired use in influencer posts and other sponsored collaborations.

Facebook has also launched a new dashboard that displays overall IP activities, as well as the status of their IP reports and previous activity.

Facebook Brand Rights Protection

The additions will provide more capacity for brands to monitor the usage of their product images, and address unapproved instances and scams, and in conjunction with Rights Manager, Facebook’s copyright detection tool for creators and publishers, that will provide enhanced coverage to detect potential violations, and address such before they can harm creators and rights owners via Facebook’s apps.

Ideally, that will see an end of those scam sunglass sale posts in your feed, and dodgy re-sellers on Marketplace, while it will also become a more critical element as the platform pushes further into eCommerce and on-platform selling.

You can check out the new Brand Rights Protection platform via Business Manager – more info here.