Meta, the parent company of Facebook, has revealed it deleted over 500,000 spam and fake engagement accounts in the first half of 2025, as part of efforts to improve content authenticity and protect original creators.

In a blog post released Monday, Meta also confirmed it removed nearly 10 million fake profiles impersonating top content creators. The company is cracking down on copycat accounts that repost or recycle content without meaningful edits. Such pages will lose monetisation rights and face reduced visibility.

Key highlights of Meta’s new enforcement rules include; No more monetisation for accounts that share unedited or watermarked content,

Reduced reach for reposted material lacking originality, 

Post-level insights added to the Professional Dashboard to help creators monitor content performance, and

Support Home feature to alert users if their content is at risk of restriction.

Meta is also testing tools that trace reposted content back to the original creators to boost visibility for authentic work.

Meanwhile, YouTube has introduced a similar policy update, stating that mass-produced or overly repetitive content will no longer be eligible for monetisation. The move sparked confusion online, with some fearing a ban on AI-generated content. However, YouTube clarified that AI-enhanced storytelling is still welcome, and only low-effort, spammy uploads are targeted.

Both tech giants say the new measures aim to promote originality and reward creators who add value through genuine content.