Meta is rolling out significant enhancements to its Brand Rights Protection (BRP) tool, giving businesses greater ability to combat scams and identity misuse on Facebook and Instagram.
The revamped platform now allows all enrolled brands to report scam advertisements at scale, even if those ads do not directly infringe on intellectual property such as trademarks or copyrights. This expansion, long sought by companies, aims to curb misleading and fraudulent promotions that exploit brand names without permission, causing reputational and financial harm.
The new scam reporting option is available under the “Other” violation category in BRP’s ads tab, enabling faster identification and removal of deceptive campaigns.
Streamlined Takedown Requests and Improved Navigation
Alongside the scam reporting feature, Meta has reworked the takedown request process to make it faster and more user-friendly. The updated interface now includes dedicated sub-tabs for Copyright, Counterfeit, Impersonation, and Trademark under the Drafts section.
Businesses can also take advantage of improved search and filtering tools in the Reports tab, which allow searches by email ID, keyword, or trademark name, making it easier to track and manage infringement cases.
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Anti-Fraud Push Backed by Massive Enforcement
Meta said these updates are part of its wider anti-fraud strategy, which combines automated detection systems, human moderation, and partnerships with law enforcement and industry bodies.
In 2024 alone, the company removed over 157 million ads worldwide from Facebook and Instagram for violations linked to fraud, scams, and deceptive business practices.
“These updates further empower businesses to take control of how their brand is used and help protect people from harmful or misleading experiences,” Meta stated.
Encouraging Wider Adoption of BRP
Meta is urging more brand owners to enroll in BRP, highlighting that businesses themselves play a critical role in safeguarding their identity online. The company has published step-by-step guidance for using the enhanced tool via its Help Center to encourage broader participation.
The improvements are expected to make it easier for companies of all sizes to proactively protect their reputation and reduce the spread of scam ads targeting unsuspecting consumers.
