Meta removes 10 million accounts impersonating major creators, takes tough action against reused, unoriginal content
Meta, which operates Facebook, has announced that it has removed approximately 10 million 'accounts impersonating major content creators' in the first half of 2025 alone. Meta has also revealed that it will introduce strong measures to eliminate 'unoriginal content' that reuses content created by other creators.
Combating unoriginal content | Meta for Creators
Following YouTube, Meta announces crackdown on 'unoriginal' Facebook content | TechCrunch
https://techcrunch.com/2025/07/14/following-youtube-meta-announces-crackdown-on-unoriginal-facebook-content/
Meta removes 10 million Facebook profiles in effort to combat spam
https://www.cnbc.com/2025/07/14/meta-removes-10-million-facebook-profiles-in-effort-to-combat-spam.html
In the first half of 2025, Meta took action against approximately 500,000 accounts that were engaging in spam or false engagement by lowering the ranking of comments, restricting content distribution, or banning monetization.
Meta also reported that it had removed 'approximately 10 million accounts impersonating major content creators,' a move it described as part of a longer-term effort to make its feed more relevant and help real creators flourish.
Meta argued, 'But there's more work to be done. The same memes and videos keep appearing in our feeds over and over again. Sometimes from accounts pretending to be the creators, sometimes from spammy accounts. This is a tedious experience for everyone and makes it hard for new voices to emerge.' They called content that is reused or repurposed without crediting the creators 'unoriginal content' and announced a policy to remove it from Facebook.
Meta says it welcomes creators to reshare content, comment with reaction videos, and add their own perspective on trends, but it takes strict action against repeatedly reposting other creators' content without permission or meaningful alteration.
To combat unoriginal content, Facebook will suspend access to Facebook's monetization programs for a period of time for accounts that inappropriately and repeatedly repost others' videos, photos or text. Accounts will also receive reduced revenue share for any content they share, and when Facebook's systems detect a video being reposted, the company will consider reducing the visibility of the reposted video and providing attribution to the original creator.
To avoid being taken down, Meta advises posting original content, using meaningful editing, making videos that tell a story, avoiding watermarks that indicate reused content, and using high-quality captions.
The changes will be rolled out gradually over the next few months, giving creators on Facebook the chance to adjust their content during that time. If you feel like your content isn't performing properly on Facebook, you can check your content for issues in the Professional Dashboard.
The Meta update comes just days after YouTube announced it would be tightening restrictions on 'mass-produced, repetitive content.' When YouTube's policy change was announced, there was some chatter on social media that it was intended to regulate AI-generated content, but Google has explained that its policy is not aimed at AI-generated content.
YouTube to stop monetizing AI videos? Google Japan says policy change 'does not target AI-generated content' - ITmedia AI+
https://www.itmedia.co.jp/aiplus/articles/2507/10/news128.html
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