Meta Enhances Tools for Creators to Report Impersonators and Updates Guidelines for Original Content on Facebook

Meta has introduced improvements to Facebook’s content protection features to help creators combat impersonators more effectively. Following complaints about the platform being flooded with AI-generated low-quality content, often called ‘AI slop,’ the company previously cracked down on unoriginal and spammy posts. These efforts reportedly doubled views and watch time for original content in the second half of 2025 compared to the prior year and reduced impersonation reports against large creators by 33%, with 20 million accounts removed overall in 2025. The new enhancements focus on a centralized dashboard where creators can more easily flag and report duplicate reels published by impersonators across Meta’s platforms. However, the current system primarily detects exact duplicate content rather than unauthorized use of a creator’s likeness. In tandem, Meta is refining its creator guidelines to more clearly define ‘original content’ as material filmed or produced directly by the creator, or remixes that add new value through analysis, discussion, or additional information. Minor edits, such as adding borders, captions, or simple re-uploads, will now be classified as unoriginal and receive lower priority in feeds. These changes aim to prioritize authentic creator voices, improve monetization opportunities, and maintain Facebook as a viable platform for creators amid ongoing challenges from AI-generated spam. Similar issues are affecting other platforms, with YouTube recently expanding its deepfake detection efforts.