Facebook is making it easier to report impersonators on the app as its parent company, Meta, continues its push to clean up spam and protect original creators.
The company announced new tools designed to help creators detect when their content is reposted by fake accounts or copycat pages. The update is part of Meta’s broader effort to crack down on what many users have criticized as an “AI slop hellscape” filling Facebook feeds with recycled and low-quality posts.
Last year, Meta began targeting spammy behavior across Facebook, including pages that repeatedly repost other people’s photos, videos, or captions. The company said the goal was to elevate original creators while reducing the visibility of AI-generated content and duplicate uploads that were crowding the platform.
Because creator visibility is tied directly to earnings and engagement, Meta says protecting original posts is key to keeping creators invested in Facebook. According to the company, its earlier enforcement efforts helped views and watch time for original content nearly double during the second half of 2025 compared with the same period the year before. Meta also reported removing about 20 million impersonation accounts last year. At the same time, impersonation reports involving large creators dropped by 33 percent.
Now Meta is testing improvements to its content protection dashboard. The system allows creators to identify when their Reels appear elsewhere on Facebook after being reposted by impersonators. From a centralized dashboard, creators can flag the duplicate content and request action. Upcoming updates will also allow users to submit multiple reports in one place to simplify the process.
However, the tool currently focuses on matching duplicate videos rather than detecting unauthorized use of a creator’s face or likeness.
Other platforms are facing similar challenges. YouTube recently announced it plans to expand its deepfake detection tools to protect politicians, public figures, and journalists from AI-generated impersonations.
Meta is also updating Facebook’s definition of original content. The company says content “filmed or produced directly by a creator” qualifies, along with reels that remix existing material while adding analysis, commentary, or new information. Meanwhile, minor edits like adding borders, captions, or reposting the same clip will likely be deprioritized in the feed.
