Meta, the parent company of Facebook, announced on Monday that it has removed 500,000 accounts involved in spam and fake engagement during the first half of 2025. The action is part of a broader initiative to clean up the platform and boost the visibility of original content creators.

In a blog post, Meta revealed it also took down nearly 10 million fake profiles impersonating well-known content creators. These steps are aimed at curbing impersonation, copycat content, and artificial engagement.

“We’re making progress,” the company stated. “We’ve acted on roughly 500,000 accounts displaying spammy behavior or engaging in fake interactions. Measures included demoting their comments, limiting content distribution, and removing monetization privileges.”

Meta is also tightening its policies against pages and profiles that repost content without meaningful edits. Such accounts will face reduced reach and may lose monetization access. The company emphasized that sharing unoriginal content — whether video, photo, or text — dilutes the platform and makes it harder for authentic voices to emerge.

To better support genuine creators, Meta is testing tools that trace reposted material back to the original source. These tools are designed to elevate original work and ensure creators receive proper recognition.

The company noted that accounts posting mostly original content tend to achieve greater reach on Facebook. Simply stitching together clips or adding watermarks will no longer qualify as significant editing. Content that delivers real value and tells a compelling, authentic story is more likely to succeed.

Meta also warned against uploading watermarked material from other platforms, as this could result in penalties, including limited visibility and loss of monetization. Creators are encouraged to keep captions clear and relevant, and to avoid excessive hashtags or unnecessary links.

The new rules will be rolled out gradually in the coming months. As part of the update, Meta has introduced post-level insights to the Professional Dashboard, allowing creators to track performance more effectively. Creators can also view their standing and potential restrictions via the Support Home screen in their Page’s main menu.

Meanwhile, YouTube has announced a similar policy, targeting mass-produced or overly repetitive content to prevent it from earning ad revenue. This sparked confusion online, with some mistaking it as a crackdown on AI-generated content. YouTube later clarified the update is aimed at low-effort, spammy uploads, not creators who use AI to enhance storytelling.