Meta Tightens Rules on Reposting Others’ Content

Facebook, the social media platform owned by Meta, is introducing stricter rules aimed at combating non-original content. The company announced that accounts repeatedly posting texts, photos, or videos created by others — without adding original value — risk being blocked or having limited access to platform features.

According to Meta, the company has already removed about 10 million fake profiles this year, many of which impersonated popular content creators. An additional 500,000 accounts faced penalties for spam or artificially inflating engagement. These users saw their comments de-emphasized and their posts distributed less widely — measures intended to curb their ability to profit from fake interactions.

The new enforcement focuses specifically on recycled content that offers no unique perspective. Users who create original reactions, participate in trends, edit videos with personal commentary, or use others’ content with permission and added context will not be penalized.

The move comes shortly after YouTube updated its policy on repetitive and mass-generated content, a growing concern in the era of generative AI tools that simplify such production.

Meta also stated that repeat offenders will temporarily lose access to Facebook’s monetization programs. Additionally, Facebook will reduce the reach of duplicate videos in order to direct views and credit to the original creator.

At the same time, the company is working on a new tool that would automatically attach links to original versions of duplicated videos, helping viewers find the authentic source. Meta says this step is part of a broader effort to improve transparency and support true content creators.