Meta Targets Duplicate and Low-Effort Content
Meta has introduced a strict new policy aimed at reducing unoriginal and reposted content on Facebook. This move targets accounts that regularly copy-paste videos, photos, or text without proper credit or significant edits.
This update closely follows YouTube’s crackdown on reused and AI-generated material, signaling a wider effort across social media to limit low-quality, mass-produced content.
New Policy: Duplicate Content Will Lose Reach
In a statement released on Monday, Meta revealed that it has already removed nearly 10 million Facebook accounts in 2025 for impersonating well-known creators. Additionally, 500,000 more accounts faced penalties for spam-like behavior or manipulating engagement metrics.
As part of the new rules:
- Duplicate videos will be demoted in feeds
- Repeat offenders may lose monetization privileges
- Accounts could face complete distribution bans if violations continue
This step ensures that original creators receive proper visibility and credit for their work.
Policy Focuses on Intent, Not Just Interaction
Importantly, Meta is not banning all reposted content. Reaction videos, trend participation, and commentary-style edits are still allowed. However, the platform will penalize accounts that repost content with little or no original input.
To support this initiative, Meta is testing a new feature that adds a link to the original creator’s post when duplicates are found, directing viewers to the authentic source.
Addressing the Rise of AI-Generated Media
Although Meta didn’t specifically mention AI-generated content, it did refer to tactics like:
- Stitching together random clips
- Using watermarked videos from other users
- Uploading low-effort or poorly edited media
These tactics are often associated with what critics label as “AI slop” — content generated or altered by AI tools without real human creativity.
Meta now recommends creators:
- Prioritize authentic storytelling
- Use high-quality video captions
- Avoid unedited AI subtitles
- Customize content before cross-posting from other platforms
Transparency and Better Insights for Creators
The new rules come amid rising concerns over Meta’s enforcement policies, especially from small creators who have experienced unjust takedowns or algorithmic errors.
In response, Meta will now provide post-level insights through the Professional Dashboard. This feature allows creators to:
- Track performance metrics
- Receive alerts for distribution limits
- Understand why a post was flagged or deprioritized
This increased transparency aims to help creators improve and stay compliant.
Meta’s Fight Against Fake Accounts
Fake profiles remain a huge challenge for Meta. According to its recent transparency report:
- 3% of global monthly users are fake accounts
- 1 billion fake profiles were removed between January and March 2025
To fight misinformation, Meta has started testing a Community Notes feature in the U.S., similar to Twitter/X. This tool lets users collaboratively evaluate and verify content quality and authenticity.
What Creators Must Do Now
If you manage a Facebook brand page or create content, now is the time to adapt. Here’s what to focus on:
Create original, engaging content
Avoid reposting without permission
Edit and transform content before reusing it
Use the Professional Dashboard to monitor your reach and performance
Meta has confirmed that enforcement will roll out gradually, giving creators time to adjust and improve their publishing strategies.
Final Thoughts
As platforms shift toward promoting original and high-quality content, creators must rethink their approach. Meta’s policy update sends a clear message: authenticity matters more than ever.
Stay tuned for more updates on Facebook’s evolving content rules and tips on building genuine, long-term engagement.
