Following widespread complaints that Facebook has become an “AI sloppy hell,” Meta on Friday announced new tools to detect impersonation, as well as updates to its creator guidelines that more clearly define what Facebook considers “original content.”
Last year, the company announced a crackdown on spammy and unoriginal content, such as repeatedly reusing other people’s photos, videos, and text. The goal is to improve original creator content in the feed and stop the AI-generated slop and other low-quality posts that have been hurting Facebook’s reputation.
This is key to Facebook’s continued success as a creator platform. Simply put, if unoriginal content and AI missteps drown out original voices and reduce creators’ ability to monetize, Facebook will no longer be their preferred destination.
Meta now says that its efforts to date will nearly double the number of views and duration of original content on Facebook in the second half of 2025 compared to the same period last year.
Additionally, progress has been made in removing impersonation, with a total of 20 million accounts being deleted last year, and the number of impersonation reports targeting major creators decreasing by 33%.
Facebook said it is currently testing enhancements to its content protection tools. These allow creators to take action if a Reel is detected across Facebook’s platforms after it has been published by an impersonator. Creators can flag their content from a central dashboard. In future updates, Meta aims to make the reporting process even easier by allowing creators to submit reports all in one place.
However, current tools focus on matching duplicate content rather than detecting unauthorized use of creators’ likenesses, which is another area that needs to be addressed.
Meta is not alone in struggling with the impact AI technology has had on its community. YouTube announced this week that it is expanding its AI deepfake detection tools to politicians, celebrities, and journalists.
As part of these changes, Meta said it will update Facebook’s content guidelines to more clearly define what “original” means. This now includes content “filmed or produced directly by the creator,” as well as Reels that remix other content or use overlays to present something new, such as analysis, discussion, or new information. On the other hand, content that has minor edits or copies of the creator’s work will be considered unoriginal and will be given lower priority. This means that re-uploads or low-value changes, such as adding borders or captions, are not enough to distinguish non-original content from its source.
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