Facebook makes it easier for creators to report impersonators

After widespread complaints that Facebook has become an “AI hellhole,” Meta on Friday announced new impersonation detection tools, as well as updated creator guidelines that better define what Facebook considers “original content.”

Last year, the company announced a crackdown on spam and unoriginal content, such as repeatedly reusing someone else’s photos, videos or text. The goal: raise the profile of original creator content in their feeds and respond to the AI-driven regression and other low-quality posts that have undermined 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 the number of views and time spent watching original content on Facebook to nearly double during the second half of 2025, compared to the same period the previous year.

It also said it had made progress in removing impersonators, with 20 million accounts removed in total last year and a 33% reduction in the number of impersonation reports targeting top creators.

Now, Facebook says it’s testing improvements to its content protection tools. This allows content creators to take action when their videos are discovered across Facebook platforms after being posted by impersonators. Through the central dashboard, content creators can report this content. With the upcoming update, Meta aims to make the reporting process easier by allowing creators to submit reports in one place.

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

Meta is not the only company struggling with the impact of AI technology on its society. YouTube also announced this week that it will expand its AI deepfake detection tools to include politicians, public figures, and journalists.

As part of these changes, Meta said it is updating Facebook’s content guidelines to better define what it means by “original.” This now includes content that was “filmed or produced directly by the creator” and reels that remix other content or use overlays to deliver something new – such as new analysis, discussion, or information. At the same time, content that includes minor modifications to the creator’s work or duplicate content will be considered unoriginal and not prioritized. This means that things like re-uploading or other low-value changes, such as adding borders or captions, will not be enough to distinguish non-original content from its source.