After widespread complaints that Facebook has become an “AI slop hellscape,” Meta announced new tools on Friday to detect impersonation. The company also updated its creator guidelines to better define what Facebook considers “original content.”
Last year, Meta announced a crackdown on spammy and unoriginal content, such as repeatedly reusing someone else’s photos, videos, or text. The goal was to elevate original creator content in its feeds and push back against AI-generated slop and other low-quality posts that had been damaging Facebook’s reputation.
This focus is key to Facebook’s continued success as a creator platform. If unoriginal content and AI slop drown out original voices and reduce creators’ ability to monetize, Facebook will no longer be a preferred destination for them.
Meta 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. The company also reported progress on removing impersonators, with 20 million accounts removed in total last year and a 33% drop in impersonation reports targeting large creators.
Facebook is now testing enhancements to its content protection tools. These tools allow creators to take action when their reels are detected across Facebook’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 easier by allowing creators to submit reports all in one place. However, the current tool is focused on matching duplicate content and does not detect unauthorized use of a creator’s likeness, which is another area that needs addressing.
Meta is not the only company struggling with the impact of AI technology. 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 is updating Facebook’s content guidelines to better define “original” content. This now includes content filmed or produced directly by a creator, as well as reels that remix other content or use overlays to present something new, like analysis, discussion, or new information.
Meanwhile, content that involves only minor edits to a creator’s work or is duplicative will be deemed unoriginal and deprioritized. This means re-uploads or other low-value changes, like adding borders or captions, will not be enough to differentiate the unoriginal content from its source.