Meta, the parent company of Facebook has announced the removal of over 10 million fake profiles and 500,000 spam accounts in the first half of 2025 to promote originality and ensuring that genuine creators receive greater visibility.
The company said the action forms part of a broader crackdown on impersonation, copycat content, and fake engagement.
According to Meta, the clampdown also targets accounts that recycle or repost content from others without permission or meaningful changes. Such accounts will not only lose access to monetisation tools but will also see their content reach reduced on Facebook feeds.
In blog post on Monday, Meta said “We’re making progress. In the first half of 2025, we took action on around 500,000 accounts engaged in spammy behaviour or fake engagement.
We also removed about 10 million profiles impersonating large content producers.”
To support genuine creators, Meta is introducing new tools that will link duplicated content back to the original post. The move is designed to surface authentic work and ensure the rightful creators get the credit they deserve.
“Pages and profiles that post mostly original content tend to enjoy wider distribution across Facebook. Simply stitching clips together or adding a watermark will no longer count as meaningful editing. Content that provides real value and tells an authentic story is likely to perform better,” Meta stated.
The company also issued a warning against sharing watermarked content from other platforms, saying this could lead to penalties such as reduced reach or loss of monetisation opportunities.
As part of its update, Meta has added post-level insights to the Professional Dashboard, allowing content creators to track the performance of their posts. Creators can now also check their Support Home screen to see if they are at risk of facing restrictions on their posts or earnings.
However, recently YouTube has announced a similar policy, saying it will no longer allow mass-produced or overly repetitive content to earn advertising revenue.