Wednesday, July 16, 2025 - Meta, the parent company of Facebook, has intensified its crackdown on fake accounts and spam, announcing it removed over 10 million fake profiles and roughly 500,000 spam accounts in the first half of 2025.
The sweeping purge is part of Meta’s broader effort to combat
impersonation, fake engagement, and content duplication, aiming to elevate
authentic creators and improve the quality of content across its platforms.
In a blog post, Meta said:
“We’re making progress. In the first
half of 2025, we took action on around 500,000 accounts engaged in spammy
behaviour or fake engagement. We also removed about 10 million profiles
impersonating large content producers.”
Meta stressed that accounts which primarily repost or recycle
content without meaningful edits will face penalties such as reduced reach and
the loss of monetisation tools.
The company
also warned that repeatedly sharing unoriginal content — whether videos,
photos, or text — undermines the platform’s integrity by crowding out genuine
voices and making it harder for new creators to grow.
To support authentic creators, Meta is rolling out new tools
that automatically trace reposted content back to its original source. The
company says this will help ensure rightful credit and give higher visibility
to original posts.
“Pages and profiles that post mostly
original content tend to enjoy wider distribution across Facebook. Simply
stitching clips together or adding a watermark will no longer count as
meaningful editing. Content that provides real value and tells an authentic
story is likely to perform better,” Meta explained.
Creators are also being cautioned against uploading content
that includes watermarks from other platforms. Such posts could see their reach
restricted or lose monetisation privileges altogether.
As part of its latest update, Meta introduced post-level
insights on the Professional Dashboard, allowing creators to monitor how
individual posts perform. They can also check their Support Home screen to see
if their content or earnings are facing restrictions.
In a parallel development, Google’s YouTube updated its
monetisation guidelines, stating that content deemed mass-produced or
excessively repetitive will no longer qualify for ad revenue. The announcement
initially sparked concern among creators, who feared it was a blanket ban on
AI-generated content. YouTube later clarified:
“We welcome creators using AI tools to enhance their storytelling, and channels that use AI in their content remain eligible to monetise.”
Both tech giants say these new policies are aimed at raising content standards and safeguarding genuine creators in a crowded and rapidly evolving digital landscape.
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