The use of artificial intelligence in content creation for social networks is generating a significant amount of spam, prompting companies to develop mechanisms to limit its spread. YouTube was the first, having recently begun to implement more restrictive policies in its monetization system. Now, it is Meta’s turn: the company led by Mark Zuckerberg has announced that it will be adopting new measures to combat unoriginal content, with the aim of protecting and promoting genuine creators.
As the company explains in an official statement, “Unoriginal content repeatedly reuses or repurposes another creator’s material without giving credit, thereby taking advantage of their creativity and hard work.”
We fully appreciate when creators share content, react to videos, or engage with trends, adding their unique touch. What we seek to combat, however, is the repeated publication of others’ content without permission or meaningful enhancement.
Facebook Becomes Serious About Duplicate Content
Beginning next month, Meta will more closely review the pages and profiles generating income on its platform to ensure they are not abusing others’ content. “Accounts that improperly reuse videos, photos, or text posts from other users repeatedly will not only lose access to Facebook’s monetization programs for a period, but the distribution of all content they share will also be reduced,” the company states.
In other words, if your page’s main activity involves downloading videos from TikTok and uploading them unchanged to the platform, or if your reels are filled with memes created by others without any added value, you might face an unpleasant surprise: partial or total demonetization of your account. Simply adding an emoji or a quick intro is not sufficient; the company clarifies that they require “significant improvements and unique contributions” in order to consider content as original.
Moreover, the company specifies that if the systems detect duplicated videos, they will reduce the distribution of these copies so that the original creators receive the visibility they deserve. They are also exploring new content attribution methods for creators, such as the inclusion of links in duplicated videos directing viewers to the original content, as shown in the following image:
What Is Considered Unoriginal Content
Meta defines unoriginal content as “content that repeatedly reuses or repurposes another creator’s material without giving credit”, providing as an example accounts that simply repost viral content without authorization or relevant modifications. It further specifies that inspiration from trends, providing reactions, or commenting on others’ posts is acceptable, provided it is done from a personal perspective with added value.
“Our intention is not to discourage creators who participate in trends or react to other videos, but rather to disincentivize those building their business on the labor of others without offering anything of their own,” they clarify. This is a direct admonishment to those who exploit the creativity of others for easy profits.
How to Avoid Penalties
In its statement, Meta also offers several recommendations or “best practices” to guide content creators. The most notable are:
- Create original content: Record your own videos, write your own texts, and share your own ideas.
- Credit others: If you are going to use someone else’s content, make sure to tag or mention the original creator.
- Add value: If you reuse another person’s material, include your own analysis, reaction, context, or a creative twist.
- Review the policies: Stay up-to-date with Meta’s updates to avoid unpleasant surprises.
You may check whether you are at risk of receiving penalties for content recommendations or monetization on the Support Home screen, accessible from the main menu of your page or professional profile:
A Policy That Began at the Start of 2025
This measure is part of several actions the company has taken since the beginning of the year. During the first half of the year, Meta sanctioned 500,000 accounts that engaged in spam or artificial interactions, taking actions ranging from degrading their comments and reducing the distribution of their content to prohibiting those accounts from monetizing. Additionally, it has removed approximately 10 million profiles that were impersonating major content creators.
Photo: ChatGPT
