Meta deletes 500,000 spammy accounts and 10 million fakes to protect authentic Facebook creators.
The tech giant rolls out stricter rules, pushing originality and curbing recycled or impersonated content.
Meta, the parent company of Facebook, has intensified its fight against fraudulent activity on the platform by removing approximately 500,000 accounts during the first half of 2025. These accounts were flagged for engaging in spammy behavior or generating fake engagement as part of the company’s broader effort to boost originality and promote authentic creators.
In a statement issued on Monday, Meta said the enforcement action reflects its commitment to reducing digital clutter and improving the user experience by prioritizing original content. In addition to the half a million spammy accounts, Meta disclosed it also deleted about 10 million fake profiles that were impersonating large-scale content producers across Facebook.
“Creators should be celebrated for their unique voices and perspectives, not drowned out by copycats and impersonators,” the company said, emphasizing that its latest moves are designed to protect genuine creators and enhance content credibility on the platform.
The crackdown also extends beyond outright spam to target unoriginal and duplicate content. Meta is introducing stricter penalties for accounts that recycle content from others without permission or meaningful transformation. These measures include stripping offenders of monetization opportunities and reducing their content visibility across Facebook.
Meta described unoriginal content as repeated reposts of videos, images, or text created by others, noting that such duplication undermines the quality of the feed and limits visibility for emerging voices. To address this, Meta is testing new features that will automatically link reposted videos back to the original content, ensuring proper attribution and increased visibility for authentic creators.
To help creators maintain access to monetization and recommendations, Meta has issued a set of best practices guidelines. These include:
- Create original content: Profiles and pages that post fresh, original material are more likely to benefit from higher reach.
- Avoid superficial edits: Minor tweaks, such as watermarks or stitched clips, do not qualify as meaningful changes.
- Focus on storytelling: Engaging, value-driven content performs better and sustains audience interest.
- Avoid watermarked or recycled content: Content that appears to be lifted from other platforms may face penalties.
- Use clever captions: Captions should be relevant and concise; overuse of hashtags, excessive capitalisation, or spammy links may reduce visibility.
Meta also introduced new tools to support content creators, including post-level insights available through the Professional Dashboard, which allows users to track the visibility and performance of individual posts. Additionally, creators can now view any penalties affecting content recommendation or monetization from the Support home screen on their professional profile or page.
The tech giant said the rollout of these enforcement updates and creator tools will be gradual, allowing users time to adjust and align with the new content standards.
