Meta is rolling out new tools to help Facebook creators report impersonators more easily, consolidating the reporting process into a single dashboard. The company also updated its content guidelines to better define 'original content,' distinguishing creator-produced work from low-effort re-uploads, minor edits, or AI-generated slop. Meta claims its earlier anti-spam efforts led to views and time spent on original content roughly doubling in the second half of 2025, and that 20 million impersonator accounts were removed last year. YouTube is making similar moves, expanding its AI deepfake detection to politicians and journalists.
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