Meta Platforms has released an update for its Brand Rights Protection tools, which help businesses find and report misuse of their brand across advertising and user-generated content posted on popular social platforms Facebook and Instagram. Simultaneously, the company is expanding scam ad reporting to all Brand Rights Protection accounts, enabling businesses to report suspected scam ads at scale, and rolling out a simplified takedown request protocol to save brands time. The new features “include some of the most requested” tools by businesses who rely on these brand safety suites.

Meta claims in an announcement that in 2024 it removed “more than 157 million pieces of ad content globally across Facebook and Instagram for violating our policies against Fraud, Scam, and Deceptive Practices or Unacceptable Business Practices.”

Businesses will find the takedown “Request” tab “renamed to ‘Drafts’ in this experience revamp,” writes Android Central, adding that there are also “new ‘sub-tabs’ for the different types of violations,” including transgressions for Copyright, Counterfeit, Impersonation and Trademark.

“Additionally, the search/filter options within the Reports tab can now encompass ‘email report IDs, keywords, trademark names, and report owner names,’” Android Central notes.

Expanded scam ad reporting means that “all businesses enrolled in Brand Rights Protection now have the ability to report suspected scam ads at scale, even when it does not explicitly use their intellectual property,” Meta explains. “This includes suspected scams and misleading ads that exploit a brand’s name without authorization.”

Meta’s Brand Rights Protection Manager “also now includes AI image matching, based on reference images of your products, to detect potential concerns across its apps, and as Meta looks to incorporate more shopping-focused elements, this is an important consideration, giving rights holders peace of mind in ensuring that they have some form of recourse to protect themselves,” reports Social Media Today.

“Rights holders can upload and save up to 10 images to their account, such as logos and product images,” then have Meta’s image-matching technology automatically scan material on the platform, “enabling brands to more easily review and report content that may infringe on their IP,” according to Adweek.

Meta has been on a crime-fighting tear, having earlier this month announced a WhatsApp initiative that resulted in removal of more than 6.8 million accounts on the platform. A recent Pew Research study revealed that nine in 10 Americans view online scams as “a national problem,” while in March PYMNTS reported 82.9 percent of young adults have been “tricked at least once by a suspicious link in a message” despite being “digital natives.”