The Meta crackdown

Facebook is tightening the rules around unoriginal content, especially when it’s used to farm fake engagement or make money.

According to Meta, it’s already removed 10 million impersonator accounts and taken action against 500,000 spammy profiles.

Now it’s rolling out new policies to better protect original creators.

Accounts that keep reposting other people’s content without adding anything new will see their reach cut and could lose access to monetisation.

This includes things like duplicate videos or posts that mimic someone else’s work.

Meta says reaction videos, trend takes, and genuine commentary are still welcome; it’s lazy reposting they’re targeting.

The timing lines up with YouTube’s recent pushback on low-effort, mass-produced content, often made easier by AI tools.

Meta doesn’t call it out directly, but it’s clearly keeping an eye on AI-generated junk.

Its blog post warns creators not to rely on stitched clips, vague watermarks, or auto-generated captions.

What else to know:

Meta’s testing a feature that links duplicate content back to the original version.
A petition with over 30,000 signatures is calling on Meta to fix its over-automation issues, with creators complaining about wrongful takedowns and poor support.
Between January and March 2025, Meta says it took down 1 billion fake accounts.

Instead, it’s pushing for more “authentic storytelling” that actually adds value.

Facebook creators can now track their content’s performance via the Professional Dashboard.

If their posts are being penalised, they’ll be able to see what’s affected and why.

The changes won’t happen overnight, Meta says they’ll be introduced gradually to give people time to adjust.

Every repost king on Facebook right now: 😭