Meta Tightens Rules Against Content Theft On Facebook

Meta Platforms has announced new measures to reward creators who publish original content on Facebook while reducing the visibility of duplicate and unoriginal posts across the platform.

The company said the move forms part of its ongoing efforts to improve content quality in Facebook Feed and Reels, while ensuring authentic creators benefit from greater reach and monetisation opportunities.

“We’re sharing our progress on rewarding creators who post original content on Facebook with greater reach and monetisation, while de-prioritising unoriginal content,” the company stated.

Meta explained that it has also updated its original content guidelines to give creators clearer direction on how their work can be recommended and discovered by users across Feed and Reels.

The company noted that the changes are already producing measurable results, with engagement around original videos rising significantly.

“Both views and time spent watching original Reels on Facebook approximately doubled in the second half of 2025, compared with the same period in 2024,” it said.

Meta added that as it expands distribution for original content across the platform, creators producing authentic material will continue to see improved earning opportunities.

The technology firm also disclosed that it is intensifying efforts to combat impersonation and content theft across its platforms.

“In 2025, we removed more than 20 million accounts impersonating large content creators and impersonation reports related to large content creators dropped by 33 per cent,” the company stated.

Under the updated guidelines, content produced directly by the owner of a profile or page will be classified as original content on Facebook.

The company clarified that Reels that incorporate third-party material may still qualify as original if the creator adds meaningful contributions such as new analysis, fresh information or significant storytelling improvements.

However, Meta warned that content which simply stitches together clips, reacts to existing videos without meaningful additions, or reposts material with minor edits will be considered unoriginal and will likely be de-prioritised in recommendations.

“Content that is duplicative or involves minor edits to another creator’s post will be considered unoriginal and de-prioritised,” the company said, while adding that repeated violations could lead to reduced reach or de-monetisation.

Meta also revealed that it is testing enhancements to its content protection tools to help creators detect impersonation and report offenders more easily.

“We’re now testing enhancements to this tool that will also detect potential impersonation and make it easy for creators to submit reports, all in one place,” the company added.

Consequently, the new capability is expected to roll out gradually to more creators using the content protection system as the company continues efforts to strengthen creator rights and improve the overall user experience on Facebook.