Meta, the parent company of Facebook, has announced a major crackdown on fraudulent and spammy content, revealing it took enforcement action against approximately 500,000 accounts during the first half of 2025. These accounts were flagged for spammy behaviour, fake engagement, and content impersonation as part of Meta’s wider push to promote authentic creators and improve user experience on Facebook.
500,000 Spammy Accounts and 10 Million Fake Profiles Removed
According to Meta, the enforcement measures ranged from reducing visibility and disabling monetisation features to permanently removing the accounts involved. In addition to the 500,000 accounts targeted for spammy behaviour, the tech giant also removed around 10 million fake profiles found to be impersonating large content producers. “Creators should be celebrated for their unique voices and perspectives, not drowned out by copycats and impersonators,” Meta stated.
Meta Targets Unoriginal and Duplicate Content
Beyond spammy accounts, Meta is rolling out stricter measures against pages and profiles that recycle or repurpose content without permission or meaningful enhancements.
Accounts that repeatedly post unoriginal content, defined as repeated reposts of videos, photos, or text created by others, risk losing monetisation privileges and suffering reduced distribution on the platform.
To combat duplicate content, Meta is testing new features that link reposted videos back to the original post, ensuring proper attribution and visibility for the authentic creator.
What Creators Should Know: Best Practices for Facebook Growth in 2025
Meta shared updated guidelines to help content creators maintain visibility and eligibility for monetisation:
- Prioritise Original Content: Pages and profiles that consistently share original posts are favoured in the Facebook algorithm.
- Avoid Lazy Edits: Stitching clips together or adding watermarks without genuine creative input may not count as original content.
- Focus on Storytelling: Authentic, valuable content with a clear narrative performs better.
- Skip Platform Watermarks: Videos with visible watermarks from other apps may be penalised in distribution.
- Write Smart Captions: Keep captions relevant, avoid excessive hashtags, links, or capital letters.
Meta emphasised that these updates will be rolled out gradually in the coming months, allowing creators time to adapt.
New Tools for Facebook Creators: Professional Dashboard Insights
To support creators, Meta introduced new post-level insights available through the Professional Dashboard. These insights help creators better understand post performance and identify potential issues affecting visibility.
Additionally, creators can now check if their content is at risk of recommendation or monetisation penalties directly from the Support home screen within their Page’s or professional profile menu.
Why This Crackdown Matters
This large-scale enforcement underscores Meta’s ongoing effort to clean up Facebook feeds, reduce digital noise, and ensure authentic content gets rewarded. As AI-generated and recycled content flood social platforms, Meta is doubling down on ensuring original creators maintain visibility and engagement.
