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After widespread<\/a> complaints<\/a> that Facebook has become an \u201cAI slop hellscape<\/a>,\u201d Meta on Friday announced new tools to detect impersonation, as well as updated creator guidelines that better define what Facebook considers to be \u201coriginal content.\u201d<\/p>\n Last year, the company announced a crackdown<\/a> on spammy and unoriginal content \u2014 things like repeatedly reusing someone else\u2019s photos, videos, or text. The goal: elevate original creator content in its feeds and push back<\/a> against the AI-generated slop and other low-quality posts that had been dragging down Facebook\u2019s reputation.<\/p>\n This is key to Facebook\u2019s continued success as a creator platform. Simply put, if unoriginal content and AI slop drown out original voices and reduce creators\u2019 ability to monetize, Facebook will no longer be a destination they prefer.<\/p>\n Meta now says its earlier efforts caused both views of and time spent watching original content on Facebook to approximately double during the second half of 2025, compared with the same period the year before.<\/p>\n It also said it has made progress on removing impersonators, with 20 million accounts removed in total last year and a 33% drop in the number of impersonation reports targeting large creators.<\/p>\n Now, Facebook says it\u2019s testing enhancements to its content protection tools<\/a>. These allow creators to take action when their reels are detected across Facebook\u2019s platforms after being published by impersonators. From a central dashboard, creators can flag that content. With the upcoming update, Meta aims to make the reporting process even easier by allowing creators to submit reports all in one place.<\/p>\n However, the current tool is focused on matching duplicate content \u2014 not detecting unauthorized use of a creator\u2019s likeness \u2014 which is another area that needs addressing.<\/p>\n Meta is not the only company struggling with the impact that AI technology has had on its community. This week, YouTube also announced<\/a> it would expand its AI deepfake detection tools to politicians, public figures, and journalists. <\/p>\n As part of these changes, Meta said it\u2019s updating Facebook\u2019s content guidelines<\/a> to better define what it means by \u201coriginal.\u201d This now includes content that\u2019s \u201cfilmed or produced directly by a creator\u201d and reels that remix other content or use overlays to present something new \u2014 like analysis, discussion, or new information. Meanwhile, content that involves minor edits to a creator\u2019s 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\u2019t be enough to differentiate the unoriginal content from its source.<\/p>\n<\/div>\n