What is Facebook doing about AI spam and impersonation?

Facebook is introducing new tools to detect impersonators and updating creator guidelines to better define original content, aiming to reduce unoriginal and AI-generated material.

How have Facebook's efforts impacted original content?

In the second half of 2025, views and time spent watching original content on Facebook approximately doubled compared to the same period the previous year.

What kind of content is now considered unoriginal on Facebook?

Content with minor edits, re-uploads, or low-value changes like adding borders or captions to a creator's work will be deemed unoriginal and deprioritized.

Home / Technology / Facebook Fights AI Slop With New Creator Tools

Facebook Fights AI Slop With New Creator Tools

14 Mar

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Summary

New tools target impersonation and unoriginal content on Facebook.
Views and time spent on original content doubled in late 2025.
Creator guidelines updated to better define 'original' content.

Facebook Fights AI Slop With New Creator Tools

Facebook is rolling out significant updates to combat AI-generated spam and impersonation, aiming to bolster its creator platform. The company announced new tools to detect impersonators and updated creator guidelines to clarify what constitutes "original content." These measures follow earlier efforts to reduce the reach of unoriginal and AI-generated material.

Meta reported positive results from these initiatives, with views and time spent on original content on Facebook roughly doubling in the second half of 2025 compared to the previous year. The platform also saw 20 million accounts removed for impersonation last year.