Meta has removed around 10 million fake Facebook profiles in the first half of 2025 for impersonating popular content creators.
The move is part of Meta’s effort to clean up its platform and reduce the spread of so-called “spammy content.” These accounts often used artificial intelligence tools to copy others and flood feeds with repetitive or unoriginal posts.
In a blog post on Monday, Meta said it also took action against 500,000 additional accounts spreading inauthentic content and spam. These measures included reducing their reach and lowering the visibility of their comments.
Meta is now working to make Facebook more relevant and trustworthy by prioritising original content. The company introduced new rules that promote creators who publish unique and credited posts.
It has also developed new technology that detects and limits duplicate videos to prevent recycled content from flooding the platform.
This crackdown comes as Meta increases its investment in artificial intelligence. CEO Mark Zuckerberg confirmed plans to spend billions on AI systems, including a new supercluster launching next year.
The fight against “AI slop” — low-quality, mass-produced content — is growing across platforms. YouTube has also introduced new rules to curb repetitive videos.
From Tuesday, videos that are reused or spammy will no longer be able to earn money under YouTube’s Partner Programme. However, the platform stressed that creators can still use AI as long as their content remains original and creative.
Both Meta and YouTube say their goal is to protect audiences and support high-quality creators online.
