Meta expands scam ad detection for brands
Meta just expanded brand protections on Facebook and Instagram. Here’s what that means for marketers
Brands now have more power to fight impersonators and misleading ads across Facebook and Instagram. Meta has rolled out major updates to its Brand Rights Protection tool, giving businesses new ways to report scam ads, even those that don’t use their logos or trademarks directly.
The move comes as part of Meta’s broader crackdown on fraud and scam content. In 2024 alone, the company says it removed over 157 million ads for violating its policies against deceptive or unacceptable business practices.
This article breaks down what’s new in the Brand Rights Protection tool, how it helps brands safeguard their reputations, and what marketers should do now to tighten up their ad monitoring strategies.
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Patrecia Meliana
What's new in Meta's brand protection toolkit
Originally launched to help brands report IP misuse and impersonation, Meta’s Brand Rights Protection tool now covers a wider range of violations. For the first time, businesses can report scam ads that misuse their brand name, even if they don’t involve direct trademark or copyright infringement.
This expansion means brands can now flag misleading or fraudulent content that piggybacks on their name or reputation. Meta has enabled this via a new “Other” violation type in the ads reporting tab.
Alongside that, the platform has overhauled the takedown request process. Brands will now see violation types clearly segmented (Copyright, Counterfeit, Impersonation, Trademark) within the Drafts tab. The Reports tab also supports advanced filtering, with search options by email ID, keywords, trademarks, and report owners.
These workflow improvements make it easier for brands to manage large volumes of takedown actions. This is especially useful for companies that monitor many listings or accounts at once.
Why this matters now
Scam and impersonation ads have evolved. Many now mimic brand language, reference popular names without using logos, or impersonate customer service teams. These campaigns often fly under the radar of traditional IP enforcement tools.
The latest update recognizes this shift. By allowing businesses to report ads based on deception rather than strict IP misuse, Meta is addressing the gray area between brand protection and scam detection.
This comes as Meta continues to invest in fraud prevention, including automation tools that remove fake accounts and scammy ad networks before users even see them. But these systems aren’t perfect. Manual takedown tools like Brand Rights Protection remain critical for catching what automation misses.
What marketers should know
These updates aren’t just backend tweaks. They give marketers new control over how their brand is represented on Meta platforms, with direct implications for trust, compliance, and operational efficiency.
Here’s how to make the most of them:
1. Scam ads aren’t just a legal risk. They’re a brand trust issue
A single scam ad pretending to be your brand can lead to real customer harm. Whether it’s fake giveaways or phishing campaigns, consumers won’t always distinguish between real and fake. That’s a reputational hit, not just a compliance one.
2. Use the “Other” violation option proactively
The update means you don’t need to prove trademark infringement to take action. If you see misleading or unauthorized ads that feel off-brand, flag them using the new option.
3. Streamline your internal takedown workflows
With better categorization, draft management, and search filters, legal and marketing teams can now work together more efficiently to remove threats. Set up internal tags or workflows to track high-priority violations.
4. Don’t rely solely on Meta’s automation
While Meta’s automated systems are robust, your brand may still be targeted by copycat content or impersonators. Regular manual reviews using the Brand Rights Protection tool are still worth the time.
5. Stay eligible
Not all businesses can use the tool. Applicants must meet Meta’s requirements. Make sure your business is enrolled and your IP assets are registered within the tool for optimal protection.
Meta’s latest update to Brand Rights Protection offers a stronger safety net for businesses fighting fraud on social platforms. By widening the scope of reportable violations and making takedown tools more user-friendly, the company is helping marketers protect both their customers and their brand equity.
With over 157 million scam ads removed in a single year, it’s clear the threat landscape is evolving. Brands that want to stay ahead should take full advantage of these new capabilities.
