Meta, the parent company of Facebook, has intensified efforts to improve content integrity on its platform by removing more than 10 million fake profiles and 500,000 spam accounts in the first half of 2025. The move forms part of a wider campaign to combat impersonation, duplicate content, and fake engagement, with the overarching goal of promoting originality and giving genuine creators greater visibility.
According to Meta, the latest clampdown is aimed at accounts that recycle or repost content from others without permission or meaningful modifications. These accounts face serious consequences, including loss of access to monetisation tools and a reduction in content reach across Facebook feeds.
“We’re making progress. In the first half of 2025, we took action on around 500,000 accounts engaged in spammy behaviour or fake engagement. We also removed about 10 million profiles impersonating large content producers,” the company revealed in a blog post published on Monday.
Meta emphasized that the rampant sharing of unoriginal videos, photos, and text undermines the platform by pushing out authentic voices and making it more difficult for emerging creators to gain traction. To help address this, the tech giant is introducing new tools designed to trace duplicated content back to the original post, ensuring rightful credit and visibility for authentic creators.
“Pages and profiles that post mostly original content tend to enjoy wider distribution across Facebook. Simply stitching clips together or adding a watermark will no longer count as meaningful editing. Content that provides real value and tells an authentic story is likely to perform better,” the company stated.
Meta Tightens Monetisation Rules as YouTube Follows Suit in Push for Originality
In addition, Meta has warned that sharing watermarked content from other platforms could lead to penalties such as reduced reach or loss of monetisation privileges. These changes are aimed at encouraging content quality and curbing the spread of low-effort, recycled material.
To further empower creators, Meta has enhanced its Professional Dashboard with post-level insights, allowing users to monitor individual post performance. Creators can also now access updates via the Support Home screen to check if they are at risk of restrictions on earnings or content visibility.
Meanwhile, Google’s YouTube has rolled out a similar content policy update, declaring that mass-produced or overly repetitive content will no longer be eligible for advertising revenue. The announcement initially sparked confusion on social media, with some speculating it might signal a broader crackdown on AI-generated content.
However, YouTube clarified the intent behind the update. “We welcome creators using AI tools to enhance their storytelling, and channels that use AI in their content remain eligible to monetise,” the platform explained in a statement.
Both tech giants describe the new policies as part of a broader mission to maintain high content standards, ensure creators are fairly rewarded, and safeguard originality in the fast-evolving digital creator economy.
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