Overview

• Meta removed about 10 million profiles impersonating large content producers and took action against roughly 500,000 spammy or inauthentic accounts in the first half of 2025.
• Accounts that repeatedly reuse others’ text posts, photos or videos without permission will be demonetized for a period and see all of their content throttled.
• Facebook will reduce distribution of duplicate videos and is testing links on reposts that direct viewers back to the original uploads.
• Meta will exempt reaction videos, trend participation and other transformative content from penalties to distinguish genuine engagement from unoriginal reposting.
• These measures will be phased in over the coming months, with new dashboard insights allowing creators to monitor risks to their distribution and monetization status.