Meta has announced that it removed around 10 million Facebook profiles in the first half of 2025 for impersonating popular content creators. This move is part of the company’s effort to reduce spam and improve the authenticity of content on the platform.
The tech giant shared in a blog post on Monday that these actions are aimed at making Facebook feeds more relevant by cracking down on “spammy” behavior. This includes content created using artificial intelligence tools that are not original or meaningful
Alongside the mass profile removals, Meta also took action against nearly 500,000 accounts for engaging in inauthentic activity. These steps included reducing the visibility of their comments and limiting the spread of their content to prevent monetization of spam posts.
Meta is also introducing stricter rules to promote original content. It explained that unoriginal posts, such as reused images or videos without proper credit to the original creators, will now be detected using new technology and their reach will be reduced.
This announcement comes as Meta increases its investment in artificial intelligence. CEO Mark Zuckerberg revealed plans to invest “hundreds of billions of dollars” in AI compute infrastructure to support the Meta’s first AI supercluster, which is expected to go live next year.
As AI makes it easier to mass-produce content, platforms are facing new challenges in maintaining quality. Other companies are also tightening policies to tackle the rise of low-quality or AI-generated content, often referred to as “AI slop.”
YouTube recently announced changes to its policy, stating that content that is repetitive or mass-produced will no longer qualify for monetization. This sparked some confusion online, but YouTube clarified the update.
“We welcome creators using AI tools to enhance their storytelling, and channels that use AI in their content remain eligible to monetize,” YouTube said in a blog post, emphasizing that only unoriginal and spammy content will be affected.
The new YouTube policy will come into effect on Tuesday.
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