Meta has announced new measures to address unoriginal content on Facebook.

The company said on July 14, 2025, that it will target accounts that repeatedly repost text, photos, or videos created by others to reduce impersonation and spam.

So far this year, Meta has removed around 10 million accounts impersonating large content creators.

The company has also acted against 500,000 accounts involved in spam or fake engagement by demoting their comments and limiting the distribution of their content. This prevents monetization.

This initiative follows YouTube’s recent clarification of its policies regarding unoriginal, mass-produced content.

However, Meta clarified that it will not penalize users for creating reaction videos, participating in trends, or adding commentary to existing content.

The focus is on accounts that repost content without adding value.

Meta plans to reduce the reach of reposted content and restrict monetization for accounts that repeatedly engage in such behavior.

🔗 Source: TechCrunch

🧠 Food for thought

1️⃣ Content moderation’s journey from secret rules to public standards

Meta’s latest enforcement update represents a significant evolution in how social media platforms approach content moderation transparency.

For years, Facebook operated with completely hidden moderation guidelines, only publishing its 27-page content standards document for the first time in 2018 after significant public pressure 1.

This secrecy created confusion among users and content creators who had little visibility into why their content was removed or penalized.

The shift toward announcing enforcement actions against unoriginal content continues this transparency evolution, giving creators clearer expectations about what will be penalized.

This reflects the industry’s broader movement away from opaque moderation practices, as platforms recognize that clearly communicated standards benefit both the platform ecosystem and creator trust.