Meta has announced new measures against accounts that massively publish «unoriginal» content. These are pages that regularly copy other people’s photos, videos, or texts and try to make money from it.
Meta has announced new measures against accounts that massively publish «unoriginal» content. These are pages that regularly copy other people’s photos, videos, or texts and try to make money from it.
According to TechCrunch, in 2025 Meta had already removed approximately 10 million accounts that were impersonating popular bloggers or pages of famous brands. Another 500 thousand accounts were sanctioned for «spammy behavior» and fake activity. Such accounts are deprived of monetization, their comments are lowered in priority, and the reach of their posts is significantly limited.
The new rules that Meta is implementing on Facebook are aimed primarily at combating mass reposts of other people’s content, especially when they are done by accounts that pretend to be the authors. The company notes that it will not punish users for reactions, participation in trends, or their own interpretations of other people’s material. The sanctions will only affect those who publish other people’s material without changes, passing it off as their own.
Meta also said it is testing a system that will add a link to the original source below videos that are identified as copies, a solution that should help restore fairness and ensure that views go to the original creators.
The announcement comes shortly after YouTube updated its policy on «mass and unoriginal» content, especially in the context of videos created with the help of AI. With the advent of text-to-video generators, the internet has been filled with videos with AI voiceovers over images or other people’s videos, and major platforms are gradually trying to respond to this wave of «AI slag.»
Meta’s recommendations emphasize that original content should have added value, be unique, and not just consist of watermarked clips from others. The company calls for a focus on «authentic storytelling» and full-fledged creative projects.
Interestingly, Meta itself has recently been criticized for excessive automated account bans without proper user support. Over 30,000 people have signed a petition demanding improved moderation mechanisms and restoration of access for small businesses that have been affected by erroneous bans. There has been no public response from the company so far.
Thus, despite its focus on combating content theft, Meta continues to balance between protecting authors and putting pressure on its own moderation system, which critics believe itself needs to be overhauled.
We also recently wrote about how Meta completed a deal to acquire PlayAI, a small AI startup specializing in voice technology.
