The announcement was made by the parent company Meta Platforms in the context that Facebook has recently faced much criticism about the situation of spam content and posts created by artificial intelligence (AI) rampant.
Some opinions suggest that this platform is becoming an "AI content hell" as many accounts continuously re-post or slightly edit other people's content to attract views.
Meta said the goal of the new changes is to protect the original content and help creators easily control the illegal use of their works.
According to the company, prioritizing creative content is a key factor to maintain Facebook's appeal to the creative community.
Strengthening the tool for reporting fake accounts
According to Meta, in the past year Facebook has removed about 20 million fake accounts on the platform. Thanks to new control measures, the number of fake reports targeting major content creators has decreased by about 33%.
In the new update, Facebook is testing improvements to the content protection system. These tools allow creators to detect when their short videos are reposted on the platform by fake accounts.
From a centralized control panel, creators can mark and send reports about copied content. In upcoming updates, Meta said it will further simplify this process, helping creators to send reports directly at the same place instead of having to go through many steps.
However, the current system mainly focuses on detecting duplicate content, not completely solving the problem of illegally using the creator's personal image, which is another challenge that the platform is still looking for solutions to.
Tighten regulations on original content
Along with anti-impersonation, Meta also updates content guidelines to clarify the concept of original content on Facebook.
According to the new regulations, original content includes videos or images filmed or produced directly by the creator, or content with new creative elements such as analysis, commentary, or adding new information to existing content.
Conversely, posts that only slightly edit other people's content, such as reloading videos, adding borders, captions or minor changes... will be considered not original content and may have their display level reduced on the platform.
Meta said these measures are aimed at limiting accounts that specialize in reposting content to earn views or revenue without contributing real creative value.
Also according to Meta, the company's previous efforts have brought some positive results. In the second half of 2025, views and viewing time of original content on Facebook doubled compared to the same period last year.
However, the rapid development of AI technology also makes social networking platforms face many new challenges. Not only Facebook, many other platforms are also looking for ways to control fake content or content created by AI.
For example, YouTube recently announced plans to expand AI deepfake video detection tools targeting public figures.
