Amid growing criticism about the spread of low-quality AI-generated content on social platforms, Facebook has announced new tools designed to help creators detect impersonators and better protect their original work. The update is part of Meta’s broader effort to improve content quality and support creators who rely on the platform to build audiences and earn revenue.
The announcement follows complaints that Facebook has become what some users describe as an “AI slop hellscape.” In response, Meta has been working to reduce spammy and repetitive posts, including content that repeatedly reuses someone else’s photos, videos, or text. The company said these efforts aim to ensure that original creators remain visible on the platform. If low-quality and unoriginal content dominates the feed, it could make it harder for creators to monetise their work and reduce Facebook’s appeal as a destination for content creators.
According to Meta, earlier actions against spam and copied content led to strong improvements. The company said views and watch time for original content on Facebook nearly doubled during the second half of 2025 compared with the same period the year before. It also reported progress in tackling impersonation, saying it removed 20 million accounts last year and saw a 33% drop in impersonation reports involving major creators.
To further strengthen protection, Facebook is now testing improvements to its content protection tools. These features allow creators to identify when their reels are reposted by impersonators across Facebook platforms. Through a central dashboard, creators can flag such content for review. Meta said the upcoming update will simplify this process by allowing creators to submit all impersonation reports in one place. However, the current system mainly focuses on detecting duplicate content and does not yet address unauthorised use of a creator’s likeness. Meta also updated Facebook’s guidelines to clarify what qualifies as “original” content. This includes content that is “filmed or produced directly by a creator” and reels that remix existing material to add new analysis, discussion, or information. Meanwhile, minor edits such as re-uploads, adding borders, or captions will be treated as unoriginal and will be deprioritised in the platform’s ranking system.
Also read: Viksit Workforce for a Viksit Bharat
Do Follow: The Mainstream LinkedIn | The Mainstream Facebook | The Mainstream Youtube | The Mainstream Twitter
About us:
The Mainstream is a premier platform delivering the latest updates and informed perspectives across the technology business and cyber landscape. Built on research-driven, thought leadership and original intellectual property, The Mainstream also curates summits & conferences that convene decision makers to explore how technology reshapes industries and leadership. With a growing presence in India and globally across the Middle East, Africa, ASEAN, the USA, the UK and Australia, The Mainstream carries a vision to bring the latest happenings and insights to 8.2 billion people and to place technology at the centre of conversation for leaders navigating the future.
