After widespread complaints that Facebook has become an “AI slop hellscape,” Meta on Friday announced new tools to detect impersonation, as well as updated creator guidelines that better define what Facebook considers to be “original content.”
Last year, the company announced a crackdown on spammy and unoriginal content -— things like repeatedly reusing someone else’s photos, videos, or text. The goal: elevate original creator content in its feeds and push back against the AI-generated slop and other low-quality posts that had been dragging down Facebook’s reputation.
This is key to Facebook’s continued success as a creator platform. Simply put, if unoriginal content and AI slop drown out original voices and reduce creators’ ability to monetize, Facebook will no longer be a destination they prefer.
Meta now says its earlier efforts caused both views of and time spent watching original content on Facebook to approximately double during the second half of 2025, compared with the same period the year before.
It also said it has made progress on removing impersonators, with 20 million accounts removed in total last year and a 33% drop in the number of impersonation reports targeting large creators.
Now, Facebook says it’s testing enhancements to its content protection tools. These allow creators to take action when their reels are detected across Facecook’s platforms after being published by impersonators. From a central dashboard, creators can flag that content. With the upcoming update, Meta aims to make the reporting process even easier by allowing creators to submit reports all in one place.
However, the current tool is focused on matching duplicate content — not detecting unauthorized use of a creator’s likeness — which is another area that needs addressing.
Meta is not the only company struggling with the impact that AI technology has had on its community. This week, YouTube also announced it would expand its AI deepfake detection tools to politicians, public figures, and journalists.
As part of these changes, Meta said it’s updating Facebook’s content guidelines to better define what it means by “original.” This now includes content that’s “filmed or produced directly by a creator” and reels that remix other content or use overlays to present something new — like analysis, discussion, or new information. Meanwhile, content that involves minor edits to a creator’s work or is duplicative of that will be deemed unoriginal and deprioritized. That means things like re-uploads or other low-value changes, like adding borders or captions, won’t be enough to differentiate the unoriginal content from its source.
