Meta revealed that it has already removed around 10 million impersonator accounts this year. Another 500,000 accounts have faced action for generating fake engagement or spam-like behavior.
Such accounts will now see reduced reach and will be blocked from accessing Facebook’s monetisation features. Persistent offenders could lose visibility entirely.
This decision follows similar steps taken by YouTube, which recently outlined its policy on reused and AI-generated videos. Both platforms are facing increased pressure to control the flood of low-quality and repetitive content, often dubbed “AI slop.”
Meta clarified that its actions won’t affect users who genuinely engage with content, such as by adding reactions, commentary, or participating in online trends. The focus will remain on users who repost content with little or no added value.
As part of these efforts, Facebook will start showing fewer duplicate videos in users’ feeds. It is also testing a feature that links back to the original creator when a repost appears, aiming to ensure proper credit.
Read More: YouTube Moves to Curb AI Slop and Reward Real Creators
Although AI was not mentioned directly, Meta encouraged creators to avoid using stitched-together clips or simply adding watermarks to existing videos. The company urged content producers to prioritise original storytelling and improve video captions.
Some users, however, have raised concerns about enforcement. On Instagram, small businesses and creators claim their accounts were wrongly penalised due to algorithmic errors. A petition demanding better support has gained nearly 30,000 signatures.
Between January and March 2025, Meta says it removed one billion fake profiles, and around 3% of its active users are still believed to be fake. The company is also trialling a version of “Community Notes” to help improve transparency.