In a sweeping move to clean up its platform and restore authenticity, Meta has removed approximately 10 million Facebook profiles in the first half of 2025 for impersonating high-profile content creators and spreading spam. This crackdown comes as the rise of AI-generated content continues to flood social media platforms with low-quality, repetitive posts—often referred to as “AI slop.”
The mass deletion is part of Meta’s broader initiative to enhance the quality of the Facebook Feed by targeting accounts engaged in spammy or inauthentic activity. Aimed especially at profiles misusing AI tools to mimic popular creators, these efforts reflect growing industry concerns about the integrity of digital content.
Alongside the profile removals, Meta has also penalized roughly 500,000 additional accounts for suspicious behavior. These penalties include suppressing their visibility, reducing their ability to monetize, and demoting spammy comments—all intended to curb the impact of low-value interactions across the platform.
Meta emphasized that one of its main targets is unoriginal content—videos and images reused without proper attribution. New detection technologies are now being used to identify and down-rank duplicate media, effectively limiting its reach and influence.
This initiative arrives amid Meta’s significant investment in artificial intelligence. The company’s CEO recently announced plans to spend hundreds of billions of dollars to develop advanced AI compute infrastructure, including the rollout of Meta’s first supercluster in the coming year. These resources are expected to play a key role in content moderation and platform integrity going forward.
Meta’s efforts are part of a broader industry trend. Other major platforms, such as YouTube, are also tightening their content policies. YouTube recently introduced new rules that restrict monetization of mass-produced, repetitive, or AI-generated content unless it contributes meaningfully to storytelling. This move caused confusion among creators, prompting YouTube to clarify that AI tools are welcome, so long as the output is original and engaging.
