Meta Deletes 10 Million Fake Profiles to Boost Authenticity Across Platforms

In a significant crackdown on inauthentic behavior, Meta, the parent company of Facebook, Instagram, and Threads, announced it removed over 10 million fake profiles and 500,000 spam accounts in the first half of 2025. The effort is part of a broader initiative to reinforce authenticity across its platforms and prioritize content from genuine users over fake engagement and impersonation.

The tech giant revealed that most of the deleted profiles were impersonating large content creators or involved in activities that artificially inflated engagement. Meta emphasized that users who recycle content without proper editing or permission will face penalties, such as reduced reach or loss of monetisation tools. The platform is aiming to create a more trustworthy space where original voices are elevated.

To help support this goal, Meta has introduced new tools that trace reposted content to its original source, ensuring proper credit is given. The company stated that meaningful editing and storytelling will now be key to reaching broader audiences, as low-effort reposts with minimal changes—like clip stitching or simple watermarks—will no longer be favored by the algorithm.

Meta further warned users to avoid uploading content bearing watermarks from other platforms, which can negatively affect distribution and monetisation potential. The update also gives creators more insight into their content performance, with new analytics tools in the Professional Dashboard and alerts via the Support Home screen if any restrictions are applied.

In a related move, YouTube also revised its monetisation policies, stating that mass-produced or repetitive content is no longer eligible for ad revenue. Though initial fears of a crackdown on AI-generated content arose, YouTube later clarified that AI-enhanced storytelling is still welcome. Both companies reaffirmed their commitment to reducing digital noise and supporting original creators in a cluttered online environment.

Source: Leadership