Meta announced updates to Facebook’s creator policies and tools designed to promote original content while making it easier for creators to detect and report impersonators. The announcement comes as social platforms face growing criticism over low-quality AI-generated posts and widespread content duplication.
The update introduces clearer definitions of what qualifies as original content on Facebook and expands tools that help creators protect their work. Meta said the changes are intended to improve the visibility of authentic creator content while reducing the reach of reposted or minimally edited material.
According to the company, the new tools will allow creators to identify potential impersonation and submit reports more easily through Facebook’s content protection system. The feature is designed to help creators detect when their videos are reposted or when accounts attempt to mimic their identity across Meta’s platforms.
Meta said the changes build on earlier efforts to curb spam and unoriginal content. Over the past year, the company has prioritized authentic creator posts in Facebook Feed and Reels while reducing the distribution of duplicate or low-value uploads.
The company said these efforts have already had measurable impact. Views and time spent watching original Reels on Facebook approximately doubled in the second half of 2025 compared with the same period in 2024.
Meta also reported progress in tackling impersonation accounts. In 2025 alone, the company removed more than 20 million accounts that were impersonating large creators. During the same period, impersonation reports related to major creators declined by 33%.
The company said it is also updating its content guidelines to clarify what counts as original content. Under the revised rules, content filmed or produced directly by a creator qualifies as original, while reposts or content with only minor edits — such as added borders, captions, or speed changes — may be deprioritized in Feed and Reels.
Creators who significantly transform third-party material through commentary, analysis, or new information may still qualify for recommendation and wider distribution, according to Meta. However, accounts that primarily post unoriginal content risk reduced reach, demonetization, or being excluded from recommendation systems.
Meta said the new impersonation reporting tools are being tested and will roll out to more creators through the company’s content protection dashboard.
