Meta Tightens Grip on Copy-Paste Accounts, Pulls Monetization from “Unoriginal Content” Reposters
Meta has stepped up enforcement on Facebook, targeting profiles that upload unoriginal posts, following recent updates from YouTube.
The company disclosed this initiative in a blog post for creators, reporting that over 10 million impersonator profiles were removed and 500,000 accounts were penalized between January and June 2025. These accounts faced measures such as content demotion, reduced distribution, and temporary removal from monetization programs.
Meta says:
“We believe that creators should be celebrated for their unique voices and perspectives, not drowned out by copycats and impersonators.”
Facebook’s head of creator policy explained that content classified as “unoriginal” includes exact copies of videos, images, or text posted by others without permission or meaningful edits.
However, content that adds commentary, remixes trends, or participates in viral challenges remains unaffected.
In addition to the takedowns, Facebook is piloting a feature that links duplicate videos to their original source, directing viewers back to the creator’s page.
Creators also gain access to enhanced analytics tools via the Professional Dashboard. These tools indicate whether a post has been flagged for unoriginality and outline associated penalties, allowing creators to understand and correct their content strategy.
This crackdown reflects a broader trend in social media. YouTube recently strengthened its policy against mass-produced or repetitive material, citing concerns over content farms and algorithm-driven spam. Meta’s actions appear calibrated to maintain a fair platform for legitimate creators who rely on originality for audience engagement and income.
A spokesperson commented:
“We believe that creators should be celebrated for their unique voices and perspectives, not drowned out by copycats and impersonators”.
Facebook’s approach seeks to balance automated enforcement with enough flexibility to support genuine creative expression.
While Meta did not explicitly blame AI tools, it indirectly aimed to curb low-effort “AI slop”, the content generated automatically with minimal contribution.
The company cautions creators against stitching together clips, applying watermarks, or relying on automatic captions without editing.
Industry response has been mixed. Some creators welcome the policy, while others express concern about collateral damage from automated systems. A petition nearing 30,000 signatures is pressing Meta to improve appeal processes and introduce more human review, after reports of wrongful demonetization.
This policy rollout coincides with Meta’s broader content moderation overhaul. Earlier this year, the company replaced third-party fact-checking with a user-driven “Community Notes” model across Facebook and Instagram. Additionally, its April update limited spammy feed content, such as off-topic captions and coordinated fake engagement by restricting reach for abusive accounts.
Meta’s recent announcements signal growing emphasis on originality. Platforms including TikTok and X have implemented similar policies to protect creative content and combat reposted, AI-generated spam.
Users aiming to stay in Facebook’s monetization program are advised to produce self-made content, enhance shared posts with original commentary, write thoughtful captions, and minimize reposts.
This marks a shift away from monetization schemes based on repackaging existing content. Facebook’s latest enforcement aims to preserve opportunities for creators who invest time and originality, confronting the rising threat of low-quality reposted material.
