Meta tackles scam ads with updates on brand rights protection

Meta has updated its anti-scam advertising tool, “Brand rights protection”, including some of the most requested features by businesses who use the tool. These updates further empower businesses to take control of how their brands are used and help protect people from harmful or misleading experiences.

As part of Meta’s ongoing efforts to combat fraud and scams, "Brand rights protection" serves as a unified tool enabling businesses to monitor for and report misuse of their brand across ads and organic content on Facebook and Instagram, such as intellectual property infringement and business impersonation.

A key addition in the latest update allows all enrolled businesses to report suspected scam ads at scale, even when it does not explicitly use their intellectual property. This includes suspected scams and misleading ads that exploit a brand’s name without authorisation.

With this expanded capability, businesses will be able to better protect their brands and customers from potential scams. To access this option, people can use the "Other" violation type on the ads tab.

Meanwhile, Meta has redesigned the takedown request experience to minimise required steps. The Drafts tab now features sub-tabs categorised by violation type: Copyright, Counterfeit, Impersonation, and Trademark.

Additionally, the reporting experience has been streamlined to allow businesses to search or filter within the Reports tab using email report IDs, keywords, trademark names, and report owner names. This simplified reporting experience is more intuitive and user-friendly, making it easier for brands to manage and execute their takedown requests, ultimately requiring fewer steps and saving users’ time. All businesses that meet the requirements may apply to use the tool.

Beyond the tool, Meta has taken a comprehensive approach to countering fraud and scams. It has automated detection and content review systems that remove fake accounts and scam posts.

For example, in 2024, Meta removed more than 157 million pieces of ad content globally across Facebook and Instagram for violating its policies against Fraud, Scam, and Deceptive Practices or Unacceptable Business Practices.

It has also collaborated with experts, law enforcement and industry partners to share insights that can help hold threat actors accountable.

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