After extensive complaints that Facebook has become “AI slop hellscape,” Meta announced Friday new tools to detect impersonation, as well as updated guidelines for creators that better define what Facebook considers “original content.”
Last year, the company announced a repression to spam and unoriginal content — things like repeatedly reusing someone else’s photos, videos or text. Goal: to upgrade original creator content to their streams and repel against AI-generated malfeasance and other low-quality posts that had tarnished Facebook’s reputation.
This is key to Facebook’s continued success as a creator platform. Simply put, if unoriginal content and artificial intelligence drown out original voices and reduce creators’ ability to monetize, Facebook will no longer be the destination of choice.
Meta now says its previous efforts resulted in a doubling of both views and time spent watching original content on Facebook in the second half of 2025, compared to the same period last year.
It also said it has made progress in cracking down on impersonators, with 20 million accounts taken down overall last year and a 33% drop in the number of impersonation reports targeting big creators.
Now, Facebook says it’s testing improvements to its content protection tools. These allow creators to take action when their reels are spotted on Facebook platforms after being posted by copycats. From a central control panel, creators can flag this content. With the upcoming update, Meta aims to make the reporting process even easier by allowing creators to report all in one place.
However, the current tool focuses on matching duplicate content — not detecting unauthorized use of a creator’s likeness — which is another area that needs addressing.
Meta isn’t the only company grappling with the impact AI technology has had on its community. This week, YouTube also announced that it will extend its AI detection tools to politicians, public figures and journalists.
As part of those changes, Meta said it is informing Facebook content guidelines to better define what “original” means. This now includes content that is “filmed or produced directly by a creator” and reels that mix other content or use overlays to present something new — such as analysis, discussion or new information. Meanwhile, content that includes minor edits to or is a duplicate of a creator’s work will be considered non-original and deprioritised. This means that things like re-uploads or other low-value changes like adding borders or subtitles won’t be enough to differentiate non-original content from its source.
