Facebook to penalise accounts sharing unoriginal or reused content

Facebook has introduced an algorithm update aimed at reducing the visibility of unoriginal content on its platform, with the stated goal of boosting reach for original creators. The update targets content that repeatedly repurposes another creator’s material without permission or attribution.

According to Facebook, unoriginal content includes posts that reuse or repost other creators' videos, photos, or text without meaningful edits or credit. Content that adds commentary, reaction, or a new take on trends is not affected by this update.

In cases where content is deemed unoriginal, Facebook says it will reduce the distribution of such posts and restrict access to monetisation programs for those accounts. The company is also testing features to link duplicate posts back to the original source in an effort to ensure proper attribution.

The update aligns with similar efforts by other platforms. YouTube has implemented stricter enforcement on what it defines as “mass-produced and unoriginal” content, including AI-generated replicas. TikTok has also seen an increase in deepfake videos and copycat accounts that imitate popular creators.

The changes are part of a broader shift across platforms to prioritise original content and reduce the spread of duplicate or inauthentic posts. Facebook previously removed aggregator accounts from Instagram’s recommendations and continues to refine its approach to content attribution and creator visibility.