Meta Tightens Rules on Unoriginal Content to Promote Authentic Creators on Facebook

Meta has announced new efforts to curb the spread of unoriginal and spammy content on Facebook as part of a broader push to make its Feed more relevant and give authentic creators more visibility.

The company said it took action against approximately 500,000 accounts during the first half of 2025 for engaging in spam or fake engagement. These actions included demoting their comments, limiting content distribution, and removing access to monetization. Meta also reported removing about 10 million profiles that impersonated large content creators.

“This is part of a long-term initiative to make Feed more relevant and help authentic creators break through,” the company said in a blog post.

The latest policy update targets the growing problem of duplicate content. According to Meta, users are increasingly exposed to recycled videos and memes posted by accounts impersonating the original creators or seeking to capitalize on viral content without offering meaningful contributions.

Image source:Meta

To address this, Facebook will begin demoting content that reuses videos, photos, or posts from other creators without permission or significant enhancements. Accounts that repeatedly engage in this behavior will face broader penalties, including reduced distribution of all their content and temporary loss of monetization privileges.

“If our systems detect duplicate videos on Facebook, we will reduce the distribution of the copies so that original creators can get the visibility that they deserve,” the company said. Meta is also testing features that will link duplicate posts back to the original content to ensure proper attribution.

The platform clarified that it supports creative reuse when it adds value, such as reaction videos, commentary, or remixes, but aims to penalize those who repost without credit or effort.

As part of the rollout, Meta has shared best practices for creators seeking to maximize reach:

• Post primarily original content
  
• Make meaningful edits or additions to reused material
  
• Avoid visible watermarks and low-effort reposts
  
• Use high-quality, relevant captions with no more than five hashtags
  
• Share authentic stories that engage viewers
  

Creators can now use the Professional Dashboard to access new post-level insights that show how content is being distributed. They can also monitor potential penalties related to content recommendations or monetization on their Support home screen.

“These changes are part of our ongoing commitment to help original content thrive and ensure creators are rewarded for their creativity and effort,” Meta stated.

The company plans to gradually roll out the changes in the coming months to allow creators time to adjust.

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