Meta has launched a massive crackdown on fake profiles and content thieves, deleting over 10 million fake accounts and 500,000 spam accounts from Facebook in its mission to promote original creators.

Many of these accounts were impersonating real influencers or endlessly copy-pasting viral content without any edits or credit - a trend Meta now calls recycled content, and one it's ready to bury for good.

Starting 2025, Meta rolled out new content rules targeting fake engagement, unauthorized reposts, and monetisation fraud. Now, creators who don’t add meaningful value-like remixing or commentary-won’t qualify for ad revenue or visibility.

To protect real creators, Meta is also testing new attribution tools to trace back viral content to its original source. The platform will now demote unedited reposts and reward original uploads in the algorithm.

Creators are being advised to focus on authentic storytelling, avoid overused hashtags, and skip lazy watermarks.

This global clean-up aims to ensure that creativity gets rewarded, not recycled - making social media a fairer space for the real innovators.