New IP protection mechanism in the Meta platform
Facebook and Meta have been the top trending name of social media users in recent times. Recently, Meta has introduced its new IP protection mechanism to promote commercial activities on its platforms.
Brands with their products on display on Meta platforms such as Facebook and Instagram will have stronger protection regarding Intellectual Property. Specifically, the users of these social media platforms can access the Brand Rights Protection Manager feature to review updates as this is the feature to protect their rights.
This feature can be viewed in the Business Manager app, available since March 2021. The user can access Brand Rights Protection from the menu in Business Manager. However, they would have to have the IP reviewer role in Business settings to see the tool.
Brand Rights Protection Manager allows businesses to submit photos of their registered items with the IP agencies. After that, Meta’s computers, or more specifically, the algorithm of Meta may then utilize the information provided as a reference point for finding comparable matches in Page postings, Marketplace listings, and other places on the platform uploaded by other users, or organizations.
A key point for this new feature is that now, posting, channels, and pages with too many reports on the same issue such as IP violation will be taken down faster. In addition, the IP rights owners will also get more alert as the report stacked, detection expanded along with the above mentioned list of goods protected by IP, a similar system to the recordal system of Customs.
Expert opinions
Govind Chaturvedi, an IP, social media law, and privacy expert commented on the new mechanism to better protect the IP rights on Meta platforms: “Facebook has become stricter with the infringers on its platform due to the number of brands that are signing on to be on the Metaverse, while in March last year, it had launched the IP rights manager that would alert the rights holder of any unauthorised re-creation of their products or let content creators monetize third party videos that were using their content subject to the Partner monetisation rules of Facebook. Facebook has gone a step further in order to sanitize its platform from IP infringement, by upgrading ito its Brand Rights Protection Manager tool, now brands have improved search features as they can search by image, they can now search and report infringing adverts, Facebook page, profiles, and Instagram accounts.”
He added: “This will also lead to automatic takedowns of the impersonators of brands (in contrast earlier it would take a day for Facebook to conduct the investigation, now brand with a history of accurate reporting can have automatic takedowns), as well as allow brands to upload a list of pages that are licensed/authorized to feature their brand and finally added a brand new insights dashboard for Model Rights Safety, which can show the final 90 days of reviews submitted and subsequent actions taken. Metaverse will add to this by adding an Application programming interface. This can be seen in the direction that Facebook is trying to make its platform more brand-friendly, as has been recently seen that a number of brands are filing trademark applications in the Metaverse category to be able to sell their goods on the metaverse. Hence, these actions are required in order to maintain a good marketplace on the Metaverse.”
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– You could check Required documents of filing trademark in USA here.
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