Facebook tightens rules to promote original creators
“Facebook says it is updating its rules and tools to give more visibility and earning opportunities to original creators.”
Key points
- Facebook says it is updating its rules and tools to give more visibility and earning opportunities to original creators.
- The platform will reduce the reach of copied content and strengthen anti-impersonation protections.
Facebook has announced a broader push to favour original creators and reduce the reach of copied or low-value reposted content across Feed and Reels. The company says it has updated its originality guidelines and is introducing stronger tools to help users identify and report impersonation.
According to the report, Meta says original Reels saw major growth in views and watch time during the second half of 2025, and the platform is now tying that strategy more directly to creator payouts and recommendations. Content that simply reuses someone else's work with minimal changes is expected to lose distribution and may also face monetisation penalties.
The company further said it removed more than 20 million accounts involved in impersonating major creators in 2025. Facebook is also expanding its content protection features so creators can better detect copies and report possible impersonators from within the same system.
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