Published: June 9, 2025 | Last updated: June 9, 2025

Brand protection in e-commerce is no longer an option but a necessity—especially with the dynamic growth of online commerce and the increasing number of frauds, counterfeits, and unfair competition.

Platforms like Facebook and Instagram—key advertising channels for many e-sellers—regularly update their brand protection tools. Thanks to new Meta features, sellers in the SME sector gain more control over where and how their brands are used in advertisements and organic content.

In this article, you will learn how to effectively protect your brand in e-commerce, what tools platforms like Meta offer, and how to prevent abuses that can destroy your image and customer trust. We will show you how to implement these solutions in your online store step by step.

Table of Contents

  1. Why is brand protection in e-commerce so important?
  2. The most common threats to brands online
  3. How does brand rights protection work on Meta (Facebook, Instagram)?
  4. New Meta features: a simple fight against abuse
  5. Practical brand protection strategies for e-commerce
  6. CASE STUDY: How a small brand defended itself against online identity theft?
  7. How brand collaborations can strengthen your reputation?
  8. Advertising and media as an element of brand protection strategy
  9. Brand protection – frequently asked questions (FAQ)
  10. Brand protection – information in a nutshell

Key Information in a Nutshell:

  • New Meta features (Facebook, Instagram) make it easier to report brand-related frauds and scams in e-commerce.
  • The simplified process for removing content shortens the reaction time to violations and reduces administrative burden.
  • Brand protection is more than a formality—it's a real investment in trust and conversions for your online store.
  • Strategic collaboration with other brands and the use of advertising campaigns strengthens authenticity and credibility.

Why is brand protection in e-commerce so important?

In the world of online commerce, where everything happens in real time, brand-related abuses can instantly lead to financial losses and loss of reputation. Impersonating well-known companies in ads, selling counterfeits, stealing content, or unfair competition are growing problems—especially for small and medium-sized stores, which often do not have large legal departments.

According to a WIPO (World Intellectual Property Organization) report, losses related to counterfeit products and trademark infringements globally reach over 500 billion USD annually. For the SME sector, this poses a real threat to their existence on the market.

The most common threats to brands online

As an e-commerce store owner, you must be aware that threats can come from multiple sources. Here are the most common forms of violations:

  • Impersonating your brand—e.g., using fake profiles on social media
  • Selling counterfeits of your product—often on marketplaces, including without your knowledge
  • Copyright infringement—copying descriptions, product photos, or advertising campaigns
  • Using your brand in scams—e.g., fake ads with "your recommendation"
  • Negative PR generated by scammers—acting allegedly on your behalf

In the fight against these threats, the most effective weapon is advanced brand protection tools, such as those offered by Meta.

How does brand rights protection work on Meta (Facebook, Instagram)?

Meta (owner of Facebook and Instagram) has implemented the Brand Rights Protection platform—a free tool for businesses that allows you to:

  • Search and report brand violations, such as impersonation in sponsored ads or organic content
  • Remove content that infringes on copyrights or trademarks
  • Monitor fake accounts and posts causing disinformation or phishing
  • Automatically verify a large number of content—the tool analyzes hundreds of thousands of materials daily

In 2024, Meta removed over 157 million ads and content violating its policies as a result of this system.

New Meta features: a simple fight against abuse

Meta regularly listens to user feedback and implements updates. In 2025, significant changes to Brand Rights Protection were announced, which make work even easier for brands, especially smaller ones.

1. Expanded reporting of fraudulent ads

From now on, any company registered in the system can report ads suspected of fraud even if they don't explicitly use the brand's content. This facilitates the fight against fake campaigns targeting, for example, similar audience groups.

2. Simplified process for reporting violations

Thanks to the redesigned platform:

  • You can fill out content removal requests more quickly and intuitively
  • There are subpages tailored to the type of violation (e.g., counterfeits, trademarks, copyright)
  • A function to search reports by name, keyword, or report ID has been added

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Practical brand protection strategies for e-commerce

Here are strategies you can implement in your online store:

Register your brand

If you haven't already, protect your trademarks with the UPRP (Polish Patent Office). This is crucial for reporting violations.

Sign up for Brand Rights Protection from Meta

Go to the Business Manager panel and register for the program. The process takes a few minutes and significantly increases your control over your brand image.

Monitor social media with tools

Use applications like Brand24, Mention, or Sprout Social to detect mentions of your brand.

Be active in advertising campaigns

A strong presence in advertising and media helps build trust and recognition. If customers are familiar with your communication, it's easier for them to distinguish a scam.

CASE STUDY: How a small brand defended itself against online identity theft?

Brand: Independent natural cosmetics store from Poznań

One day, the owner noticed a drop in sales and many comments from customers asking about "promotions" she had never announced. It turned out that two fake profiles had been created on Instagram that copied the logo and photos and advertised fake discounts, impersonating the company.

The solution:

  • Reporting to the Brand Rights Protection program
  • Quickly using the new content removal option
  • Publishing warnings for customers on the official profile
  • Attempting to regain trust with "anti-scam" discounts

Thanks to the quick reaction, the fake accounts disappeared within 48 hours, and sales returned to their original level.

How brand collaborations can strengthen your reputation?

Strategic brand collaborations can not only increase your business's reach but also serve as a security tool.

  • Joint campaigns with trusted partners reduce vulnerability to impersonation
  • Creating combined content increases brand visibility and authenticity
  • Partners can jointly react to attempts to use their brands in scams

Advertising and media as an element of brand protection strategy

Advertising and media are the first line of defense for your brand. Through a regular presence on social media and in product campaigns, you build awareness that makes it difficult for scammers to operate.

Focus on:

  • Dynamic ads with personalized messaging
  • Marketing campaigns with influencers who confirm the authenticity of your brand
  • Interviews and publications in trusted industry services, such as NowyMarketing, Ecomersy.pl

Brand protection – frequently asked questions (FAQ)

1. Do I need to have a registered trademark to use brand protection?

It is not necessary, but it definitely makes it easier to pursue claims and is required for some legal matters.

2. How much does access to Meta Brand Rights Protection tools cost?

Access is free if you operate on Facebook or Instagram with a business account.

3. How do I check if someone is impersonating my brand?

Regularly monitor reviews, brand mentions, customer complaints, and use social media monitoring tools.

Brand protection – information in a nutshell

Brand protection in e-commerce is not a marketing extra but the foundation of running a modern online business. New Meta features significantly make it easier for e-sellers to combat abuses, counterfeits, and scams, even for small businesses without large legal departments.

Don't wait for a problem to affect your brand—start acting preventively today. Use tools like Brand Rights Protection, build authentic marketing campaigns, and collaborate with other brands to jointly strengthen your online presence and credibility.

Convenient payment methods for your customers are an opportunity to grow your business.

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