Meta recently revealed plans to intensify its efforts against accounts that continuously share unoriginal content on Facebook. This initiative targets profiles that frequently reuse others’ text, photos, or videos. So far, Meta has removed approximately 10 million profiles impersonating prominent content creators and cracked down on 500,000 accounts involved in spammy behavior or fake engagement.
These efforts aim to demote the engagement of such accounts and limit the spread of their content, ultimately preventing them from monetizing. This announcement follows YouTube’s recent update on its policies against unoriginal content, which is increasingly being produced with AI technology.
Meta clarifies that users engaging creatively with content, through reaction videos or trending challenges, will not be penalized. The focus is on accounts reposting others’ work or impersonating creators. Such accounts will face temporary suspension from Facebook monetization programs and reduced content distribution. Duplicate videos will see decreased visibility to ensure the original creator receives proper recognition.
In a bid to recognize original content, Meta is testing a system that will direct viewers to the source content through links on duplicate videos.
This move from Meta comes amid criticism over what users perceive as overzealous enforcement of policies through automated systems. Many users, including small businesses, feel neglected due to unwarranted account suspensions and a lack of human support. A petition with nearly 30,000 signatures calls for Meta to address these concerns, though there hasn’t been a public response from the company.
Currently, unoriginal content remains a pressing issue, exacerbated by technology like AI. Platforms are inundated with AI-generated low-quality media. For example, YouTube is rife with AI-narrated videos stitched together with images or clips.
While Meta’s update targets reused content, the company hints at a broader crackdown on low-value videos, often facilitated by AI. Creators are encouraged to focus on authentic storytelling rather than merely assembling clips or adding watermarks.
The platform also advises against reusing content from other apps and stresses the need for high-quality captions, implying a reduction in unedited automated AI captions.
These changes will be gradually implemented, giving creators time to adapt. Facebook creators can monitor their content distribution via the new insights in Facebook’s Professional Dashboard. If there’s a risk of recommendation or monetization penalties, this will be visible in the Support home screen on their Page or professional profile.
Meta’s quarterly Transparency Reports traditionally detail content removals. Recently, Meta disclosed that 3% of its global Facebook users were fake accounts, removing a billion such accounts from January to March 2025. Additionally, Meta has shifted away from fact-checking, opting for Community Notes in the U.S., allowing users to verify content adherence to Community Standards.
