Pinterest will provide users with more methods of defending their IP through the new Content Claiming process, under which creators will register their original content and manage its further use via Pins.

"As Pinterest explained:

As Pinterest explains, "We've heard from creators that they want more control over where their content appears, including the ability to remove existing and future versions of their content, and we want to help enable that control."

Pinners will be able to upload images of their IP, which Pinterest will then be able to scan for in other Pins and take action as defined.

Copyright owners may choose to have one of the below options applied to me:

Mine only: Remove all current and future versions of images on Pinterest except Pins that I myself originally pinned.
Website only: Remove all current and future versions of images on Pinterest except Pins that connect to my claimed website(s). Note: The option shall be available only if you have a claimed website.
Block all: Delete all currently and permanently accessible editions of these images on Pinterest.
This will ensure users have complete power over how their content is being used on the platform.
 

Claimants must prove ownership through alternative, owned URLs displaying their original content and agreeing to the Content Claiming Portal Terms of Service.

It is, by itself almost similar to the process in Facebook's Rights Manager platform where it lets the owners of copyright register their intellectual property to avoid unauthorized use across its applications. YouTube has a content ID system that almost serves the same purpose.

Interestingly, just very recently, Facebook updated its Commerce & Ads IP Tool with its latest version to help businesses catch products sold on Facebook that infringe on their intellectual copyright.
You can imagine that pretty much the same functionality would be a huge boon on Pinterest as well, which is basically what this does here. It's less in the realm of visual replication as much as rip-offs of original product ideas and concepts that, focused on artisanal, creative goods on the platform, no doubt is a key area of focus as it continues to expand its eCommerce push.

It is a great update for Pinterest, which is going to protect the business interests of its users. While opening up some conflicting claims, no doubt, the platform will establish strong parameters of how it can be used.