How to Better Protect Your Ads as a Facebook Advertiser

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fter uploading an ad to Facebook, or any other platform, you want to know the ad is protected. Especially where copyright and intellectual property rights are involved, the last thing you want is for a competitor (or any other service) to infringe these rights. The good news is that Facebook is constantly improving brand safety controls, which has led to the Commerce and Ads IP Tool.

Commerce and Ads IP Tool

Designed for those with a registered trademark and brands wanting to protect intellectual property rights, the Commerce and Ads IP Tool allows users to not only search through Facebook ads but also through Instagram posts, Shops content, Facebook group sale posts, and Marketplace posts. From here, they can report any of this content if they believe it to infringe on intellectual property rights.

To get started with this feature, you’ll need to complete the application form in the Facebook Help Center - but we will delve into that later.

Brand Safety

Facebook is a brand itself, so it knows the importance of brand safety in this modern world. Thanks to a recent change, businesses now have a safe platform to earn revenue from all content as rights holders. Even when published on a third-party page, the Rights Manager platform helps businesses to collect ad earnings (as long as the business is the copyright owner).

What does this mean? Well, let’s say that a page publishes the copyrighted content - the page follows the partner monetization policies and Community Standards guidelines. What’s more, the content itself adheres to the known content monetization policies. If this occurs, you can claim and collect ad earnings as the copyright owner.

For many years, content has been a problem for publishers because they fear videos being taken down after using copyrighted content. They often worry about using songs during a video because in the past Facebook has shown little tolerance for copyright infringements. This expansion and improvement to the Facebook system now gives more freedom to publishers.

Rather than panicking about content getting taken down by Facebook, publishers can now use content regardless of ownership. With this system, everybody wins:

  • Copyright owners receive payment for use of their content
  • Publishers can use copyrighted content
  • The audience gets compelling content time after time

Over time, Facebook continually adds brand suitability controls and has added one into this expansion to protect advertisers. Now, during the campaign creation flow, advertisers can opt out of claiming with regards to claimed videos.

What’s more, the Ads Manager’s reach estimator recently received two brand suitability controls - inventory filters and publisher allow lists. When controls are applied, advertisers receive a reach estimate.

Protecting IP on Facebook

Another area where Facebook is changing the game when it comes to protecting brands is with the aforementioned Commerce and Ads IP Tool. While Facebook has known to be vocal against counterfeit goods on the platform, it hasn’t quite had the resources to keep the issue at bay. Now, the upgraded Commerce and Ads IP Tool works in conjunction with the strict policies on the platform.

As well as preventative measures, the active policies ensure that all issues that arise are quickly dealt with. Facebook has invested in machine learning technology to spot suspected counterfeit goods before any human would be able to. The platform also has a notice-and-takedown program designed to remove counterfeit goods and their suppliers before it impacts others.

Of course, this guide is all about protecting ads as a Facebook advertiser, which is where the Commerce and Ads IP Tool really comes into focus. With this tool, all advertisers have support in the mission to highlight and report infringements. For those who have seen this tool before, the reason it’s coming back into the spotlight is that Facebook has launched a series of improvements.

How Does Commerce and Ads IP Tool Work?

After accessing the tool, businesses can monitor all ads on the platform as well as other content across the Facebook family of services. For example, this means browsing Shops, Marketplace, and other commerce listings and ads. If you see that a company is infringing on your copyright, report it to Facebook and it will take care of the rest.

Facebook is committed to helping businesses protect their ads and this shows with a 24/7 IP Operations team. As soon as you file a report, the Operations team reviews and then makes a decision. If there’s a clear infringement on your copyright, Facebook removes the content. According to the company, this whole process takes place within 24 hours.

Recent Improvements

We mentioned that Facebook has upgraded the Commerce and Ads IP Tool, with two key areas receiving the most attention. First, search results have been expanded which provides greater control and a wider view for businesses looking to protect ads. As well as Instagram posts with product tags, the tool now highlights results from Shops.

Second, Facebook has added image search to the tool. If you’ve used the tool, you’ll know that, up until now, it has revolved around entering text and searching for commerce listings and ads. Now, you can upload an image and Facebook uses this to search for potential infringements. After searching, you’ll see similar (or identical!) content as the one you’ve uploaded.

The Rights Manager ensures that copyright owners can claim and collect ad earnings. Additionally, the  Commerce and Ads IP Tool is helping businesses to identify copyright infringements. After reporting, Facebook swiftly jumps into action and removes the content if an infringement is clear. With this two-pronged approach, Facebook is setting the standard for advertisers and ensuring that both ads and goods are protected moving forward.

According to Facebook, the ultimate goal is to add value to businesses and people. Therefore, they plan to continue to develop features that punish the people threatening this healthy relationship. The company believes that Facebook is the best and safest platform around for businesses wanting to protect ads and IP. These recent changes are a testament to the attitude of the company and it’s great to know that Facebook is fighting the corner of content creators and copyright holders.

Applying for the Commerce and Ads IP Tool

If you want to search for and report content, it all starts with a completed application form, and this can be found in the Help Center on Facebook. In this application, you’ll need to enter the following:

  • Full name
  • Job responsibility
  • Email address
  • Rights owner details (including website and email address)

After this, Facebook asks all about your trademark. For example, this includes the registration number and the county where the trademark is registered. Depending on the proof that you have for the trademark, you can also attach a file or a URL for the trademark registration. Either way, you’ll finish the registration with an electronic signature (this needs to match your full name for the application to process correctly).

Reporting an Infringement

As a Facebook advertiser, you need to have a system ready to report infringements as quickly as possible before they damage the reputation of the brand. If you have access to the Commerce and Ads IP Tool, it’s easier than ever to report an infringement. However, what about those without access to this tool? What if you want to report an infringement of your intellectual property rights?

In this case, use one of the forms available through the Facebook Help Center. You’ll find the following:

  • Copyright Report Form
  • Trademark Report Form
  • Counterfeit Report Form

Select that you’re either the rights owner, reporting on behalf of the business (or a client), or reporting on behalf of another party. Facebook will ask to enter your details as well as links to the content that you’re reporting. Even if you don’t have access to the Commerce and Ads IP Tool, all reports through these forms are monitored by the IP Operations team, so you should expect swift action. While Facebook suggests action within one day, it generally happens much faster.

Summary

Facebook is continually updating the systems protecting Facebook advertisers and their ads. With the Rights Manager, owners of copyright can claim and collect ad earnings. The Commerce and Ads IP Tool provides businesses with the system to search for ads using text or images. After finding an infringement, advertisers can report the content, and the IP Operations team reviews this report within 24 hours.

This year, brand image is everything, and this is why the timing of these Facebook changes is so important. If you want to protect your ads, sign up for the Commerce and Ads IP Tool and take a proactive approach before the passive approach comes back to bite you. Ensure that nobody uses your content without permission or produces counterfeit goods without your knowledge!