According to Facebook, “Today, we are introducing Rights Manager for Images, a new version of Rights Manager that uses image matching technology to help creators and publishers protect and manage their image content at scale. […] Rights Manager will find matching content on Facebook and Instagram. Settings can be adjusted to match things like ownership that should apply worldwide or only in certain locations.”
How this works is that content creators need to upload a CSV file of their image and the metadata, which kind of acts like a “fingerprint” of sorts of the image. Based on that, the rights management tool will then attempt to monitor Facebook for instances in which the image shows up and notify the creator about it.
From there, the creator can then choose if they want to leave the image up, or they can even choose to issue a takedown of the image, or even block it from appearing in certain regions. While this sounds like a useful tool to have, some are wondering about the implications of its implementation, where it could stop people from creating memes, and more importantly how it can affect platforms like Instagram where reposting content is pretty common.