The highly popular online video service Vimeo announced Wednesday that it's introducing a new system called “Copyright Match” to automatically remove copyright-infringing videos from the site.

The move is a departure for Vimeo, which previously resisted the use of automated content filtration technologies despite competitors like YouTube embracing such content identification systems several years ago. Founded in 2004, Vimeo has said that unlike certain other sites, it was never meant to be a hub for illicit Simpsons clips and films broken into 10-minute increments. According to the company, Vimeo was supposed to be about original content and community.

“The first rule of Vimeo has always been: upload only your own videos,” the company’s blog post explains. "Vimeo is a home for original work—not for rips of movies, TV shows, music videos, and sports broadcasts. We encourage creativity and innovation, and we always want to respect everyone who expresses themselves artistically."

But, Vimeo, which now boasts more than 26 million registered members and 170 million visitors each month, also noted that its fast growth over time and its desire to maintain the core principles set out in its Community Guidelines has precipitated this decision. “At our size, we need a semi-automated system to help us ensure those beloved guidelines.”

The company further explained that its launch of “Vimeo On Demand,” its “open platform that enables creators to distribute their work worldwide” has made the company aware of the importance of ensuring that proper permissions are obtained before making work available over the site.

While Vimeo decided to employ a copyright “fingerprinting” system that samples an audio clip “to see if it matches that of certain third-party copyrighted material,” the company explained that it will provide an easy-to-use appeals process if the uploader believes he or she has permission or that the use qualifies as “fair use” under federal copyright law. Vimeo's blog post assured its user base that unlike some other content identification systems that can be a "double-edged sword," its redress procedures will ensure that fair and licensed uses are considered.

While YouTube has been criticized at times for employing its ContentID system as a blunt tool (such as in the case of recent online game streaming takedowns), we’ve previously noted that the company has become better at addressing frivolous takedown requests over time.