Facebook has announced bold new steps to fight spam and fake profiles, revealing it removed nearly 10 million impersonation accounts in 2024 alone.
The crackdown also targets accounts that repeatedly repost unoriginal content without meaningful changes, aiming to protect genuine creators and improve user experience.
Meta unveiled these changes on Monday, signalling a tougher stance against abuse on its platform.
Stronger rules targeting unoriginal and spammy content
Meta’s new policy focuses on combating the reuse of other people’s text, photos, or videos without adding value or permission.
Accounts that frequently recycle content risk losing access to monetisation programs and will see their posts’ reach and distribution heavily reduced.
As Meta explained, “Accounts that improperly reuse someone else’s videos, photos or text posts repeatedly will not only lose access to Facebook monetisation programs for a period of time, but will also receive reduced distribution on everything they share”.
The company encourages creators to add personal touches such as commentary or reactions, distinguishing this from direct reposting.
Meta also plans to test new features to credit original creators by linking duplicate videos back to the source, including tags such as “Original by Creator’s Name,” ensuring viewers find the authentic content.
Crackdown results and ongoing efforts against fake accounts
Alongside enforcing unoriginal content, Meta reported deleting over 500,000 spam accounts displaying fake engagement in just the first half of 2025.
These actions thwart attempts to game Facebook’s algorithm through spammy behaviour and fake interactions.
Meta’s measures align with similar moves by YouTube, reflecting growing concern over AI-generated and mass-produced content that clogs social feeds without adding real value.
However, both platforms emphasise that engaging with content through reaction videos, trends, or personal twists will not be penalised.
Facebook’s latest rules promise a cleaner, more authentic environment by removing fake profiles and discouraging repetitive, copy-paste content.
The new approach also helps original creators maintain control and recognition, a vital element in today’s crowded digital space.