Facebook makes it easier for creators to report copycats

After widespread complaints that Facebook has become a “AI Hellscape”, Meta on Friday announced new tools to detect phishing, as well as updated guidelines for creators that better define what Facebook considers “original content.”

Last year, the company announced a Campaign about spam and non-original content, things like repeatedly reusing someone else’s photos, videos or texts. The goal: elevate the creator’s original content in your feeds and push back against AI-generated decay and other low-quality posts that had been dragging down Facebook’s reputation.

This is key to Facebook’s continued success as a platform for creators. Simply put, if unoriginal content and AI drown out original voices and reduce creators’ ability to monetize, Facebook will no longer be the destination of choice.

Meta now says its previous efforts caused both views and time spent viewing original content on Facebook to roughly double during the second half of 2025, compared to the same period a year earlier.

It also said it has made progress in removing copycats, with 20 million accounts removed in total last year and a 33% drop in the number of impersonation reports targeting big creators.

Now, Facebook says it is testing improvements to your content protection tools. These allow creators to take action when their Reels are detected on Facecook platforms after being posted by copycats. From a central dashboard, creators can bookmark that content. With the next update, Meta aims to make the reporting process even easier by allowing creators to submit reports, all in one place.

However, the current tool focuses on matching duplicate content, not just the creator’s image, which is another area that needs to be addressed.

Meta isn’t the only company struggling with the impact AI technology has had on its community. This week, YouTube also announced would expand its AI deepfake detection tools to politicians, public figures and journalists.

In connection with these changes, Meta said it is updating the Facebook page. content guidelines to better define what “original” means. This now includes content “filmed or produced directly by a creator” and reels that remix other content or use overlays to present something new, such as analysis, discussions, or new information. Meanwhile, content that involves minor edits to or is a duplication of a creator’s work will be considered non-original and will not be prioritized. That means that things like re-uploads or other low-value changes, like adding borders or subtitles, won’t be enough to differentiate non-original content from its source.