Meta takes on Facebook accounts that spread plagiarism and massively repost other people's content
Meta is no longer tolerating “content freeloading.” If a page consistently reposts other people's posts, videos, or images, passing them off as its own, be prepared for consequences. The platform is introducing new rules of the game: without original content, there will be no reach or monetization.
TechCrunch reports that in 2025 alone, Meta closed more than 10 million accounts that masqueraded as media personalities or brands. An additional 500,000 pages were restricted due to spam and suspicious activity. The explanation is simple: the system no longer encourages tasteless and meaningless reposting.
TechCrunch reports that in 2025 alone, Meta closed more than 10 million accounts that masqueraded as media personalities or brands. An additional 500,000 pages were restricted due to spam and suspicious activity. The explanation is simple: the system no longer encourages tasteless and meaningless reposting.
What is changing?
Facebook has focused on accounts that regularly pass off other people's content as their own. If you simply share a trend, react to it, or interpret the material creatively, you will not be affected by the sanctions. But copying without changes, under the guise of original work, is now equivalent to digital theft.
And these are not just words. Meta is already testing a tool that automatically adds a link to the source under videos recognized as copies. The goal is simple — to return views and attention to those who create content.
Meta took this step against the backdrop of similar updates from YouTube, which is also fighting the flood of similar videos generated by artificial intelligence. The network is overflowing with videos where a synthetic voice reads other people's texts against background images. The platforms' algorithms have grown tired of this information noise and have begun to clean up the feed.
In their official recommendations, Meta clearly states that content aiming to be successful and monetized must be unique, meaningful, and created with added value. No cuts from other people's videos with watermarks. No mindless copy-pasting. The company encourages creators to focus on:
As a result, the company found itself caught between two fires: on the one hand, protecting authors, and on the other, pressure due to the imperfection of its moderation system.
Incidentally, while Meta is cleaning up its content, it is also moving forward in the field of AI. The company recently acquired PlayAI, a startup specializing in voice technology. This makes it clear where things are headed: original content will remain at the center, but with new tools for creating it.
The main idea: either you create something noteworthy, or only you and your friend who still likes cat memes will see your page.
And these are not just words. Meta is already testing a tool that automatically adds a link to the source under videos recognized as copies. The goal is simple — to return views and attention to those who create content.
Meta took this step against the backdrop of similar updates from YouTube, which is also fighting the flood of similar videos generated by artificial intelligence. The network is overflowing with videos where a synthetic voice reads other people's texts against background images. The platforms' algorithms have grown tired of this information noise and have begun to clean up the feed.
In their official recommendations, Meta clearly states that content aiming to be successful and monetized must be unique, meaningful, and created with added value. No cuts from other people's videos with watermarks. No mindless copy-pasting. The company encourages creators to focus on:
- original storytelling with a clear message;
- full-length video or text projects, rather than mixes of other people's fragments;
- deep, meaningful content that is truly useful to the viewer or reader.
As a result, the company found itself caught between two fires: on the one hand, protecting authors, and on the other, pressure due to the imperfection of its moderation system.
Incidentally, while Meta is cleaning up its content, it is also moving forward in the field of AI. The company recently acquired PlayAI, a startup specializing in voice technology. This makes it clear where things are headed: original content will remain at the center, but with new tools for creating it.
The main idea: either you create something noteworthy, or only you and your friend who still likes cat memes will see your page.
Text author: Columbia Proof
31 August 2025
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