Meta, the parent company of Facebook, has announced sweeping new enforcement actions aimed at curbing inauthentic activity on its platform. In a major cleanup effort during the first half of 2025, the company revealed it had taken action against nearly 500,000 accounts involved in spammy behavior and fake engagement.
The crackdown, confirmed in a Meta statement and reported by Bloomberg and TechCrunch, is part of the company’s broader mission to make Facebook feeds more relevant, rewarding, and authentic — especially for genuine creators.
In addition to spammy accounts, Meta disclosed that it removed about 10 million fake profiles found impersonating popular content producers. Enforcement actions included everything from reducing visibility and monetization privileges to outright account removal.
“Creators should be celebrated for their unique voices and perspectives, not drowned out by copycats and impersonators,” Meta said in its official statement.
Tougher stance on duplicate and recycled content
Meta’s cleanup campaign goes beyond fake accounts. The company is introducing stricter measures targeting pages and profiles that routinely post unoriginal content — such as reuploads or repurposed material from other creators without permission or meaningful additions.
Under these new rules, such accounts risk losing access to monetization tools and will face reduced distribution across Facebook’s feeds and recommendation systems.
Meta defined unoriginal content as repeated reposts of videos, photos, or text that don’t offer transformative value, saying these practices clutter user experience and drown out authentic voices.
To address this, Meta is testing a new feature that automatically links duplicate videos back to the original post. This aims to improve attribution and ensure that the real creators get the credit — and audience reach — they deserve.
New tools and best practices for creators
As part of this overhaul, Meta is rolling out post-level insights via the Professional Dashboard to help creators understand their content’s performance and diagnose potential distribution issues.
Creators will now also receive clearer warnings if their content is at risk of recommendation or monetization penalties, visible directly on their Page or professional profile’s main menu through the Support home screen.
In addition, Meta outlined best practices for creators to thrive on the platform:
- Prioritize originality: Pages with mostly original content see wider distribution and stronger engagement.
- Avoid “lazy edits”: Simply stitching clips or adding watermarks without meaningful changes won’t count as transformative.
- Tell real stories: Authentic storytelling and providing value to audiences perform better.
- Skip watermarks: Content visibly recycled from other platforms or apps could be penalized.
- Write smart captions: Keep captions relevant, avoid hashtag stuffing, and stay away from all-caps or excessive linking.
A broader push against digital noise
These changes highlight Meta’s ongoing effort to reduce “digital noise” and restore trust in its platforms, especially as duplicate and AI-generated content continues to flood social media spaces globally.
Earlier this year, Meta began signaling a pivot toward prioritizing original content across its family of apps, including Instagram and Threads. The company also recently acquired Play AI to bolster its capabilities in voice-based AI and creative tools, further underscoring its commitment to empowering authentic creators over bots and copycats.
What this means for the future
While these new policies may initially frustrate accounts that rely heavily on recycled content, they represent a significant opportunity for true creators to stand out and reach wider audiences.
By doubling down on originality and transparency, Meta aims to cultivate a healthier, more rewarding ecosystem where unique voices can flourish.
