Meta is rolling out major improvements to its Brand Rights Protection (BRP) tool, giving businesses more firepower to combat scams and misuse of their identity on Facebook and Instagram.
The upgraded platform will now allow all enrolled brands to report scam ads at scale, even in cases where the ads don’t directly infringe on their intellectual property. This capability, long requested by businesses, expands BRP’s scope beyond copyright or trademark violations to address misleading and fraudulent promotions that exploit brand names without consent.
The scam ad reporting function can be accessed under the “Other” violation category in BRP’s ads tab. It is aimed at shielding both companies and consumers from deceptive advertising practices that can cause reputational and financial harm.
Alongside scam reporting, Meta has overhauled the takedown request process to make it faster and less cumbersome. The new interface introduces sub-tabs for Copyright, Counterfeit, Impersonation, and Trademark under the Drafts section, plus enhanced search and filtering options in the Reports tab, enabling users to locate cases by email ID, keyword, or trademark name.
Meta says these upgrades are part of a broader push to counter fraud and scams. In 2024, the company removed more than 157 million ads globally from Facebook and Instagram for violations related to fraud, scams, and deceptive business practices. Its anti-fraud strategy blends automated detection systems, human moderation, and partnerships with law enforcement and industry groups to hold offenders accountable.
“These updates further empower businesses to take control of how their brand is used and help protect people from harmful or misleading experiences,” Meta noted in its announcement.
The company is encouraging wider adoption of BRP, stressing that brand owners play a crucial role in safeguarding their identities online. Step-by-step guidance for the enhanced tool is available via Meta’s Help Center.
