Meta Announces Tools to Fight Impersonation on Facebook

Meta, the parent company of Facebook, announced new tools on Friday to help creators report impersonation and updated guidelines defining original content, as part of an ongoing effort to reduce low-quality, duplicated posts on the platform.

The changes address user complaints about an influx of repetitive, AI-generated material that has overshadowed authentic creator work. Meta's initiative builds on actions taken last year to target spammy behavior, such as accounts repeatedly reposting others' photos, videos, or text without significant alterations. Officials at the company stated that these measures aim to prioritize original content in users' feeds, improving the overall experience and supporting creators' ability to earn from their posts.

According to Meta, the previous enforcement led to notable improvements in engagement. Views and watch time for original content nearly doubled in the second half of 2025 compared with the same period in 2024. The company also removed approximately 20 million accounts engaged in impersonation during that time, resulting in a 33 percent decrease in reports involving major creators.

The new tools focus on enhancing content protection for...