TEMPO.CO, Jakarta - Meta has announced stricter measures against unoriginal content on Facebook. This policy aims to combat misleading spam, including content that excessively and inappropriately uses hashtags.
"Accounts that improperly reuse someone else’s videos, photos or text posts repeatedly will not only lose access to Facebook monetization programs for a period of time, but will also receive reduced distribution on everything they share," Meta said in an official blog post on Monday, July 14, 2025.
Meta acknowledged the prevalence of accounts that impersonate genuine creators by repeatedly reposting identical memes or videos across multiple accounts. Such practices, according to Meta, not only fail to credit original creators but also degrade the overall user experience and impede the emergence of new creative talent.
Meta expressed appreciation for reposted content when creators infuse it with a personal touch, such as by adding commentary to reaction videos or interpreting trends with their unique perspective. Consequently, measures will be taken against content that is reposted without explicit permission or without substantial modifications.
Meta also emphasized that if its system detects duplicate videos on Facebook, their distribution reach will be limited to ensure that the original creators continue to receive their intended audience. Furthermore, Meta is actively developing new mechanisms to provide more accurate attribution to original content creators.
"For example, we're testing adding links on duplicate videos that point viewers to the original piece of content," Meta explained. In such instances, Meta will tag the original creator's account for the duplicated video. For vertical video formats, information such as "Original by Deborah Jones" will be displayed.
In Line with YouTube's Policy
Meta's new stance aligns with Google's recent policy for YouTube, which permits monetization exclusively for original content. "This update better reflects what 'inauthentic' content looks like today," Google wrote on a help page uploaded on Tuesday, July 8, 2025.
Rene Ritchie, YouTube's Editorial Head and Creator Liaison, clarified that this new scheme is merely a minor adjustment to the YouTube Partner Program (YPP) policy. He stressed that repetitive or duplicate content has long been ineligible for monetization. "Audiences often consider it as spam," Ritchie commented.
To maximize content impact on Facebook, users should upload original material. Content from other sources can still be used if it has been significantly reworked, perhaps through creative editing or comments that add new value. "Simply stitching together clips or adding your watermark does not qualify as meaningful enhancement," Meta stated.
Meta advises creators to avoid uploading excessively short videos that offer little value to viewers. Instead, it's better to share authentic stories that can build an emotional connection with the audience. Meta also discourages the use of third-party watermarks or content containing watermarks.
Furthermore, it is crucial to ensure that text and hashtags align with video content, limit hashtags to a maximum of five, and avoid excessive use of capital letters. "We will be rolling out these changes gradually over the coming months to help ensure a seamless transition for creators," Meta concluded.
M. Faiz Zaki contributed to the report.
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