Meta, the parent company of Facebook, has announced sweeping enforcement actions aimed at improving content authenticity and rewarding original creators on its platform. As part of this effort, the company said it took action against around 500,000 accounts in the first half of 2025 for spammy behavior or fake engagement.
In a bold move to clean up Facebook feeds, Meta also disclosed it removed approximately 10 million fake profiles that were impersonating large content creators. Penalties ranged from reduced visibility and demonetization to full account removal.
“Creators should be celebrated for their unique voices and perspectives, not drowned out by copycats and impersonators,” Meta said in a statement.
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Targeting Duplicate and Low-Effort Content
Beyond cracking down on fake profiles, Meta is rolling out stricter measures against unoriginal content. Accounts that regularly recycle or repurpose content without permission or meaningful edits will face limited reach and loss of monetization privileges.
Meta defines unoriginal content as repeated reposts of videos, photos, or text from other creators. The company said such content “dulls user experience and makes it harder for fresh voices to break through.”
To support original creators, Meta is testing features that link duplicate videos back to the original source, ensuring proper attribution and improved visibility for the true authors.
Best Practices for Creators
To help creators adapt and thrive, Meta shared new guidelines for improving reach and monetization potential. Among them:
• Post original content: Accounts focused on original posts typically see better distribution.
• Avoid lazy edits: Simple clip compilations or watermark overlays don’t count as meaningful enhancements.
• Tell compelling stories: Content with authentic storytelling and value performs better.
• Skip watermarks: Recycled videos from other apps may face penalties.
• Write smart captions: Use relevant, clean captions without hashtag stuffing or excessive capital letters.
More Updates Coming
These changes will roll out gradually in the coming months, Meta said, allowing creators time to adjust. The platform has also introduced post-level insights via the Professional Dashboard, helping creators better understand how their posts perform.
Additionally, creators can now access a Support home screen from their Page or professional profile, which indicates if they are at risk of penalties related to content visibility or monetization.
With this latest crackdown, Meta signals its renewed commitment to curbing digital noise and ensuring the Facebook platform remains a space where authentic content is seen and celebrated, especially in an era overwhelmed by AI-generated and duplicate media.
