Meta is launching a new initiative aimed at reducing the visibility and monetization of “unoriginal” content on Facebook.
The move is part of a broader industry trend—as platforms face mounting challenges in managing the surge of low-effort, often AI-generated media—and closely mirrors similar policy changes recently introduced by YouTube.
Focus on Content Quality and Originality
Under the new policy, Meta will target content that repurposes existing material without meaningful transformation.
Accounts that simply repost, lightly edit, or aggregate others’ work—without adding original value—may see reduced reach, limited monetization options, and lower algorithmic distribution.
Meta clarified, however, that not all use of third-party content is penalized. Transformative content—such as commentary, reaction videos, parodies, remixes, and trend participation—remains eligible for visibility and monetization, provided it demonstrates authenticity and creative effort.
Generative AI & Repetitive Media
The timing of Meta’s action reflects growing concerns about the flood of AI-generated content often referred to as “AI slop”—media stitched together from stock assets, generic voiceovers, and low-effort commentary.
These content farms, often designed to exploit monetization systems, have become more prolific with the rise of generative tools.
Meta’s update follows internal enforcement efforts earlier this year, which led to the removal of:
- Approximately 10 million impersonator profiles
- 500,000 accounts flagged for spammy behavior or fake engagement tactics
New Detection Tools and Transparency Features
To support enforcement, Meta is testing new systems to identify and track duplicate content across its platforms. These include:
- Attribution links on reposted videos, directing viewers back to the original creators
- Post-level insights in the Professional Dashboard, offering visibility into distribution penalties or monetization ineligibility
Community Response and Content Moderation Challenges
While Meta says the rollout will be gradual, the changes arrive amid ongoing criticism of the platform’s moderation practices. A petition with nearly 30,000 signatures is circulating, calling for better support and recourse for creators whose accounts were disabled by automated moderation.
Though Meta has yet to respond publicly to these concerns, the renewed focus on rewarding original, high-effort content may be an attempt to rebuild trust and quality control—especially as AI-generated content continues to blur the lines between creativity and automation.
A Broader Ecosystem Strategy, Not Just a Facebook Fix
Importantly, this initiative extends beyond Facebook. According to sources including SocialMediaToday and TechCrunch, Meta plans to apply similar content rules across Instagram and other properties, as part of a unified strategy to elevate authentic creators and curb content duplication.
This includes,
- Downranking repetitive content
- Testing algorithmic attribution for shared media
- Expanding moderation signals based on creator input and behavior
Following YouTube and Tackling AI Content Farms
Meta’s announcement follows YouTube’s recent policy shift, which also targets repetitive and AI-generated content.
Industry observers note that platforms like TikTok and YouTube have been inundated by auto-generated videos that mimic popular creators—a trend Meta is now directly addressing.
According to Meta’s 2025 Transparency Report, the platform removed over 1 billion fake accounts in Q1 alone, reinforcing the scale of the content integrity issue.
By offering clearer guidelines, post-level diagnostics, and content attribution tools, the company is giving creators new pathways to align with platform expectations—while also shielding users from low-value content overload.
