Facebook is updating its content policies and expanding creator protections as part of a push to improve the quality of material recommended to users and increase earnings opportunities for original creators.
The changes follow a year-long effort to reduce spam and limit copycat accounts, and the company says original Reels views and time spent watching them approximately doubled in the second half of 2025 compared with the same period in 2024.
Facebook has clarified its definition of original content, stating that material filmed or produced directly by a creator counts as original, and that Reels incorporating third-party footage can also qualify if the creator adds meaningful analysis, fresh context or substantial improvements.
Minor edits, clipped compilations and simple reaction videos are likely to be deprioritised under the updated guidance.
The platform says it removed more than 20 million accounts impersonating established creators in 2025, and that impersonation reports relating to large creators fell by 33% over the same period.
Facebook launched a content protection tool last year and is now testing an upgraded version that can detect potential impersonation and lets creators submit reports from a single location, rather than dealing with each case separately.
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The company says the enhanced protection tool will be made available to more creators soon, and that creators can check their professional dashboard to see whether they have access or apply for it directly.
Creators who disagree with an originality ruling retain the right to appeal the decision.
The recap
- Facebook updates original-content guidelines and testing reporting tools.
- Original Reels views and watch time approximately doubled in late 2025.
- More than 20 million impersonating accounts removed; new rollouts planned.