Meta’s New Tools Let Brands Flag Scam Ads Quickly

Meta is stepping up its efforts to shield brands from scam ads by adding powerful new features to its Brand Rights Protection tool across Facebook and Instagram.

The new capabilities empower businesses to flag deceptive ads quickly and accurately, even those that don’t explicitly misuse their trademarks or intellectual property.

Brands enrolled in Brand Rights Protection can now report suspected scam ads at scale. This applies to misleading ads that exploit a company’s name, even when they don’t contain the official logo or imagery. Meta notes that businesses should use the new “Other” violation type in the Ads tab to flag such suspect ads.

In addition to expanding reporting scope, Meta has redesigned the takedown request experience to make it more intuitive. The formerly labeled “Requests” section is now the “Drafts” tab, and includes new sub-tabs that group violation types into copyright, counterfeit, impersonation, trademark, and other categories.

The “Reports” tab has also been upgraded. Brands can now search and filter takedown requests using keywords, trademark names, the name of the report owner, or report IDs. This improves navigation through historical reports and makes it easier to track lingering issues or recurring threats.

Meta’s Brand Rights Protection tool, launched in October 2021 as the successor to the Commerce & Ads IP Tool, already offered capabilities like uploading logos and product images to automatically monitor for IP misuse. The current updates continue to strengthen that foundation by adding reporting flexibility and workflow enhancements.

The streamlined interface and advanced filtering functions further aim to save brands’ time and energy. The previous process could involve multiple manual steps or reliance on customers to alert brands when scams appeared. Now, Meta automates more of the detection and reporting cycle.