Tech Desk 
Jul 15, 2025
Meta has officially announced that it will take measures to crack down on accounts sharing “unoriginal” content to Facebook, meaning those that repeatedly reuse someone else’s text, photos, or videos.
The American-based tech giant has already taken down around 10 million profiles that were impersonating large content creators, it said.
Additionally, it has taken action against 500,000 accounts that were engaged in “spammy behaviour or fake engagement.” Those actions have included things like demoting the accounts’ comments and reducing the distribution of their content to limit the accounts from monetising.
Meta stated that it’s testing a system that adds links to duplicate videos, pointing viewers to the original content.
To note, Meta’s newest crackdown is focused more on accounts that steal others’ content for profit, and issues around unoriginal content are growing.
In the post, Meta also warns creators not to reuse content from other apps or sources, a longstanding rule.
It also states that video captions should be high quality, which could mean cutting down on the use of automated AI captions that aren’t edited by the creator.
According to Meta, these changes will launch gradually over the months ahead, so Facebook creators have time to adjust. “If creators think their content isn’t being distributed, they can view the new post-level insights in Facebook’s Professional Dashboard to see why,” the company said.
Notably, creators will be able to see if they’re at risk of content recommendation or monetisation penalties in the Support home screen from their Page or professional profile’s main menu.
