Meta Gets Serious on Product Authentication

Reconnaissance has previously reported on the role of brand protection in building (see HN November 2022) and policing (see ABN May 2022) the metaverse. Now Meta, the company that is literally betting its future on the success of the metaverse as a virtual retail store, is taking steps to protect brands’ metaverse presence.

The metaverse is an online network of augmented, virtual and mixed realities that build 3D environments which are accessible and interactive in real time. A critical question for brand professionals is how will they protect brands which are being promoted and sold virtually - without reference to anything physical?

In taking steps to address this question, Meta is hoping to get more brands to use its shopping functions by better protecting their intellectual property rights across its apps.

Brand Rights Protection

Meta has made some improvements to its Brand Rights Protection Manager tool ¹, which is accessible within its Business Manager app.