Meta, the parent company of Facebook, announced a major initiative to combat fake engagement, impersonation, and spam on its platform, stating that over 100 million fake Pages were removed in 2024 alone. The sweeping action marks a significant escalation in the company’s ongoing efforts to address issues of scripted abuse, fake accounts, and coordinated fake interactions that artificially inflate reach and impact user experience.
The removal of these Pages is part of a broader strategy to ensure a healthier, more authentic environment for creators and users on Facebook. Meta’s new measures aim to target the persistent issue of inauthentic activity that has plagued social media platforms, particularly through coordinated spam networks that manipulate visibility and engagement metrics.
Addressing Coordinated Fake Engagement
Meta has acknowledged that coordinated fake engagement, including scripted comments and artificial followings, has become a growing issue across all social media platforms. In a statement released on Thursday, the company emphasized the importance of combating these behaviors to preserve the integrity of content and interactions on Facebook.
“Spam networks that coordinate fake engagement are an unfortunate reality for all social apps,” Meta said in its statement. “We’re going to take more aggressive steps on Facebook to prevent this behavior.”
One of the key changes being implemented is the reduction in visibility for comments flagged as part of coordinated inauthentic activity. This will limit the reach of spammy or manipulative content that typically seeks to skew engagement in favor of specific posts or Pages.
Furthermore, Meta is experimenting with a new feature that will allow users to flag irrelevant or disruptive comments. This feature aims to encourage more meaningful, constructive interactions within the platform’s vast network, aligning with Meta’s goal of fostering a more authentic user experience.
Fighting Impersonation and Fake Profiles
Impersonation continues to be a significant problem, particularly for creators with large followings. To address this, Meta announced that it removed more than 23 million fake profiles in 2024 that were attempting to impersonate content creators. The company has also improved its Moderation Assist tool, which now includes advanced features to detect and auto-hide comments from suspected impersonators.
Creators will also have the ability to directly report impersonators within the comments section, further empowering them to take control of their online presence and safeguard their reputation.
Oluwasola Obagbemi, Meta’s Head of Communications for Sub-Saharan Africa, explained the company’s ongoing efforts to address these issues: “We’ve heard from users that Facebook Feed doesn’t always surface fresh and engaging content that people enjoy, and spammy posts often crowd out authentic voices. Our goal is to continue creating an environment where creators who invest in meaningful content are recognized and rewarded.”
Strengthening Content Protection for Creators
In addition to addressing impersonation, Meta is also focusing on content protection for creators. The company has made significant updates to Rights Manager, a tool designed to help creators protect their intellectual property and prevent unauthorized reuse of their content.
Meta’s goal with these updates is to support original content and ensure that creators are not exploited by users or pages that repurpose their work without permission. The platform emphasized that these changes are part of a long-term strategy to foster a space where high-quality content can thrive, and creators are fairly rewarded for their efforts.
“The content that creators share is an expression of themselves. When other accounts reuse their content without their permission, it takes unfair advantage of their hard work,” Meta stated. These updates reinforce the company’s commitment to creating a platform where genuine creativity and original contributions are valued over spammy or manipulative behavior.
Looking Ahead: A New Era of Facebook Engagement
Meta’s recent actions underscore its resolve to adapt to the evolving needs of its community, particularly the growing influence of content creators. With these new measures, Facebook aims to reduce the negative impacts of fake engagement, impersonation, and spam, providing a more secure and rewarding platform for its users.
As part of its broader strategy to ensure that creators are empowered, Meta’s long-term vision includes ongoing improvements in content protection, transparency, and user experience. By continuing to address these challenges head-on, Meta hopes to maintain Facebook’s position as a platform that prioritizes authentic interaction and meaningful content in an increasingly digital and interconnected world.
