Facebook introduces new tools to fight AI “slop” and impersonation

Facebook

• Meta enhances Facebook tools to spot impersonation and copied content.
• Original content views doubled in late 2025, says Meta
• Creators can now report multiple reposted reels from one place

Did our AI summary help?

Meta is rolling out new tools and updated creator guidelines for Facebook as it tries to address growing criticism that the platform has become flooded with low-quality AI-generated posts and copied content.

The company said the updates are designed to help detect impersonation and better define what counts as “original content” on the platform.

The move builds on changes announced last year, when Meta said it would begin cracking down on spammy and unoriginal posts — including content that repeatedly reused someone else’s photos, videos or text.

At the time, the company said the goal was to promote original creators in Facebook’s feeds while limiting the spread of AI-generated content and other low-value posts that were damaging the platform’s reputation.

Meta now says those earlier changes have already had an impact. According to the company, views of and time spent watching original content on Facebook roughly doubled during the second half of 2025 compared with the same period a year earlier.

The company also reported progress in tackling impersonation accounts. Meta said it removed around 20 million accounts last year and recorded a 33 percent drop in impersonation reports involving large creators.

As part of its latest update, Facebook is testing improvements to its content protection tools. These tools allow creators to identify and report reels that have been reposted by impersonators across Facebook’s platforms. Creators can currently flag duplicate content from a central dashboard. Meta says upcoming changes will simplify the reporting process by allowing creators to submit multiple reports from one place.

However, the existing system mainly focuses on identifying duplicate uploads. It does not yet fully address situations where a creator’s likeness or identity is used without permission. The challenge reflects a broader issue across the internet as generative AI makes it easier to replicate voices, images and videos. Other platforms are facing similar problems.

Earlier this week, YouTube said it would expand its own AI deepfake detection tools to protect politicians, public figures and journalists from manipulated content.

Meta is also updating Facebook’s creator guidelines to more clearly define what it considers original content. Under the revised rules, content is considered original if it is filmed or produced directly by the creator. Reels that remix existing material or add overlays — such as commentary, analysis or new information — may also qualify.

By contrast, posts that involve only minor edits to someone else’s work will be treated as unoriginal and downgraded in Facebook’s recommendations. This includes reuploads or low-effort changes such as adding borders, captions or other small modifications that do not meaningfully transform the original content.