Following growing criticism that Facebook has turned into what some describe as an “AI slop hellscape,” Meta announced on Friday a set of new tools to identify impersonation, along with updated creator guidelines that more clearly define what qualifies as “original content” on the platform.
The company had already taken steps last year to crack down on spammy and repetitive material — including the repeated reuse of someone else’s photos, videos, or written content. The objective was to prioritise authentic creator work in user feeds while reducing the spread of AI-generated clutter and other low-quality posts that had begun to harm Facebook’s reputation.
This initiative is crucial for Facebook’s future as a creator-focused platform. If duplicate content and AI-driven spam continue to overshadow original creators and limit their earning potential, the platform risks losing its appeal as a preferred destination for content creators.
Meta reports that its earlier actions have already delivered results. During the second half of 2025, both the number of views and the amount of time users spent watching original content on Facebook nearly doubled compared to the same period the previous year.
The company also highlighted progress in tackling impersonation. It revealed that around 20 million accounts were removed over the past year, along with a 33% reduction in impersonation reports involving major creators.
Building on these efforts, Facebook is now testing upgrades to its content protection systems. These tools enable creators to respond when their reels appear across Facebook’s ecosystem after being reposted by impersonators. Through a centralised dashboard, creators can identify and flag such content. With an upcoming update, Meta plans to further simplify the reporting process by allowing creators to submit all reports from a single location.
That said, the existing system primarily focuses on identifying duplicate content and does not yet fully address cases where a creator’s likeness is used without permission. This issue still requires further development.
Meta is not alone in facing challenges related to AI’s impact on online communities. Earlier this week, YouTube announced plans to expand its AI deepfake detection capabilities to include politicians, public figures, and journalists.
As part of the broader update, Meta is also revising Facebook’s content policies to provide a clearer definition of what counts as original work. According to the new guidelines, original content includes material that is directly filmed or produced by the creator, as well as reels that creatively remix existing content or add new elements such as analysis, commentary, or additional information. In contrast, content that involves only minimal alterations to existing material or duplicates it will be classified as unoriginal and pushed lower in visibility. This includes straightforward re-uploads or minor modifications, such as adding borders or captions, which are no longer sufficient to distinguish the content from its source.
