After numerous accusations claiming that Facebook has turned into an “AI slop hellscape,” Meta on Friday announced new tools to detect impersonation, as well as a set of updated creator guidelines that better define what Facebook considers to be “original content.”
The company had announced last year that it was making changes to crack down on spammy content on the social network and take action against accounts sharing unoriginal content, like reusing someone else’s photos, videos, or text, repeatedly. Its goal was to elevate original content from creators in its feeds, and reduce the reach of the slop — AI and otherwise — that’s been giving it a bad reputation.
This is key to Facebook’s continued success as a creator platform. Simply put, if unoriginal content and AI slop drowns out original voices and reduce their own ability to monetize, it will no longer be a destination creators prefer.
Meta now says its earlier efforts have led to both views and time spent watching original content on Facebook approximately doubling during the second half of 2025, compared with the same time the year before.
It also said it’s made progress on removing impersonators, with 20 million accounts removed in total last year and a 33% drop in the number of impersonation reports related to large creators.
Now, Facebook says it’s testing enhancements to its content protection tools, which allow creators to take action when their reels are detected across its platforms, where they’ve been published by impersonators. From this dashboard, creators can report that content. With the coming update, Meta aims to make the reporting process even easier by allowing creators to submit reports all in one place.
However, the tool today is focused on matching content, not just the creator’s likeness, which is another area that needs addressing.
Meta is not the only company struggling with the impact that AI technology has had on its community. This week, YouTube also announced it would expand its AI deepfake detection tools to politicians, public figures, and journalists.
Related to these changes, Meta said it’s updating Facebook’s content guidelines to better define what it means by “original.” This now includes content that’s “filmed or produced directly by a creator” and reels that remix other content or use overlays to present something new — like analysis, discussion, or new information. Meanwhile, content that involves minor edits to a creator’s work or is duplicative of that will be deemed unoriginal and deprioritized. That means things like re-uploads or other low-value changes, like adding borders or captions won’t be enough to differentiate the unoriginal content from its source.
