Meta is turning up the heat on accounts that repost content they didn’t create.
In a recent update, the company said it’s stepping up efforts to curb unoriginal posts on Facebook, especially those that recycle text, images, or videos from other creators.
And it’s already acting.
Meta reports that in 2025 alone, it has removed:
- 10 million impersonator accounts posing as big-name creators
- 500,000 accounts flagged for spammy or fake engagement tactics
Why Is Meta Doing This?
With generative AI tools making it easier than ever to churn out repetitive, low-effort content, platforms like Facebook and YouTube are being flooded with what many call “AI slop.”
Think videos with generic AI narration, stitched-together stock clips, and auto-generated captions.
This trend threatens real creators, especially those who rely on original content to build a following and monetize.
Meta says it wants to protect those creators.
“We’re making sure original voices get the spotlight – not copycats chasing clicks,” Meta hinted in its update.
What Counts as Unoriginal?
Here’s what won’t get you penalized:
- Reaction videos
- Parody or remix content
- Participating in viral trends with your spin
But here’s what will land you in trouble:
| Behavior | What Happens to You |
|---|---|
| Reposting someone else’s video without credit | Reduced distribution + no monetization |
| Repeatedly pretending to be a creator | Account takedown |
| Uploading low-effort AI-made content | Demoted in feeds, less visibility |
A New System to Credit Originals
Meta is also testing a feature that links duplicate content back to the original source.
So if someone rips your video, viewers may still be guided to your page.
This is great news for creators who worry about getting lost in the noise.
Think of it as digital credit tagging, finally, tech is catching up with fairness.
Creators Get More Insight and Control
To help creators understand how their content is doing, Meta is rolling out:
- Post-level insights: See if your post was flagged or demoted
- Penalty warnings: Know if you’re at risk of losing monetization
- Dashboard tools: Access performance data via the Professional Dashboard
If your content isn’t performing well, now you’ll know why, and what to fix.
What About AI-Generated Content?
Meta didn’t explicitly say it’s cracking down on AI-made videos, but the writing’s on the wall.
The company advised creators to:
- Avoid just stitching random clips together
- Skip the lazy watermark trick
- Focus on authentic storytelling
- Clean up low-quality, auto-generated captions
Sounds like a subtle way of saying: “If you’re using AI tools, make sure you’re adding value.”
Real Risks, Real Reactions
Some creators are cheering Meta’s move.
It levels the playing field for original storytellers. But others are frustrated, especially those wrongly flagged by automated systems.
A petition with nearly 30,000 signatures is demanding better human support and fewer wrongful bans.
Many small business owners say they’ve been hurt by errors in Meta’s enforcement.
The Bigger Picture
Meta’s move mirrors YouTube’s recent policy changes around repetitive content.
Meanwhile, TikTok, X, and even LinkedIn are all figuring out how to handle the rise of AI and the flood of content it brings.
The bottom line?
Platforms are starting to draw the line between creativity and copy-paste culture.
And if you’re a creator, the message is clear:
Be original. Add value. Or risk getting buried.
Quick Tips to Stay Safe on Facebook
✅ Post your own work
✅ If you remix content, add your voice
✅ Avoid AI auto-captioning unless edited
✅ Don’t repost entire videos from others
✅ Check your dashboard for content flags
