Meta Cracks Down on “Unoriginal” Content and Fake Accounts on Facebook

Meta has announced new steps to curb the spread of unoriginal content on Facebook, targeting accounts that repeatedly repost others’ text, photos, or videos without adding value.

The move is part of Meta’s broader effort to protect creators and improve the quality of content on its platforms.

So far in 2025, Meta says it has removed around 10 million impersonator accounts pretending to be well-known creators and taken action against 500,000 accounts involved in spam or fake engagement. These measures include lowering comment visibility, limiting content reach, and blocking monetization.

The update follows similar efforts by YouTube, which recently clarified its stance against mass-produced and repetitive content often created using generative AI. While Meta won’t penalize users for reacting to or remixing content in creative ways (like reactions or trend participation), it will penalize blatant reposts and fake profiles aiming to profit off others’ work.

Key actions Meta is taking:

Monetization bans and reduced distribution for repeat offenders.
Detection and demotion of duplicate videos to prioritize original creators.
Testing a feature that links duplicate content to the original post.
Emphasis on authentic storytelling, discouraging low-effort, AI-generated videos.

Meta also warns against uploading reused content from other platforms and using poorly edited, auto-generated captions. Creators will be able to monitor their performance and potential violations using Facebook’s Professional Dashboard and Support home screen.

The announcement comes amid criticism of Meta’s automated moderation, which some users say is unfairly disabling accounts. A growing petition with nearly 30,000 signatures demands better human support, particularly from small business owners affected by wrongful bans.

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