New measures against duplicate content and fake accounts on Facebook

Meta announced new tools and updated content policies to protect content creators on the Facebook platform. According to the company’s statement, the changes aim to reduce the impact of imitation accounts and inauthentic content on the platform. While criticism has increased recently that Facebook is filled with low-quality and artificial intelligence-generated content, Meta states that it has developed new measures to address this problem. In this context, new tools have begun to be tested that enable content producers to detect and report accounts that impersonate them more quickly. In addition, updated rules that define the concept of “original content” more clearly are also being put into effect on the platform.

Last year, Meta began implementing various measures to combat spam and reuploaded posts. These policies targeted content such as repeated resharing of photos, videos, or texts belonging to other people. The company’s approach aims to ensure that users who produce original content are more visible, especially in the Facebook feed. Despite this, the rapid spread of low-quality content created by artificial intelligence on the platform in recent years has led to criticism of Facebook in terms of user experience. For this reason, new regulations aimed at improving content quality have become a critical issue for the platform.

Meta redefines original content rules on Facebook

According to the data shared by Meta, it appears that the policies implemented last year have yielded certain results. The company stated that in the second half of 2025, the number of views and viewing time of original content on Facebook approximately doubled compared to the same period of the previous year. In addition, it is stated that progress has been made in removing fake accounts. According to Meta’s data, a total of 20 million fake or imitation accounts were removed from the platform last year alone. In addition, it is stated that there has been a 33 percent decrease in fake account notifications targeting large content producers.

Newly developed tools aim to make it easier for content producers to protect their content. Thanks to the system tested by Facebook, this situation can be detected when a content producer’s reels video is republished by another account. Content producers can quickly initiate action by marking the content in question via a central control panel. With the upcoming update, it is planned to manage the reporting process more easily through a single panel. Thus, manufacturers will not need to switch between different vehicles.

However, existing tools have some limitations. At this stage, the system focuses more on detecting copying of the same content. Despite this, a comprehensive solution has not yet been offered to detect situations such as unauthorized use of a content creator’s face or identity. Especially with the development of artificial intelligence technologies, such identity impersonations are becoming increasingly complex.

On the other hand, Meta is not the only technology company experiencing this problem. YouTube also took a similar step and announced that it will expand its artificial intelligence-based deepfake detection tools. The new system is planned to help detect unauthorized use of images of public figures such as politicians, journalists and public figures.