On July 14, 2025, Meta, the parent company of Facebook, announced significant changes to its policy aimed at combating unoriginal content. This initiative follows similar efforts from other platforms such as YouTube.
Key Changes in Meta's Policy
Meta's new policy targets accounts that repeatedly reuse text, photos, or videos without permission or significant enhancements. In 2025, Meta already took action against 10 million profiles impersonating known content creators. Additionally, 500,000 accounts engaged in "spammy behavior" faced penalties, including reduced visibility and demonetization. The rules focus on combating "lazy reposting" that exploits others' creativity for views or monetization.
Impact on Nigerian Creators
Nigerian content creators play a significant role on the platform, producing diverse and culturally rich materials. However, the rise of unoriginal content threatens their efforts. Copycat accounts can dilute their reach and earnings by reposting their work without permission. Meta's new policy aims to create a level playing field, rewarding original content, which could benefit Nigerian authors by focusing on unique storytelling and meaningful engagement.
Challenges and Other Platforms
Meta's policy faces challenges as its reliance on automated systems to detect unoriginal content raises concerns among creators. A petition with nearly 30,000 signatures highlights issues of wrongful account disabling. Other platforms are also taking similar steps: YouTube has updated its program to address "mass-produced" and "repetitive" content. TikTok and other platforms are exploring ways to manage issues related to AI-generated content.
Changes in Meta's policy present new challenges for content creators, particularly in Nigeria. However, originality and authenticity remain key factors in successful content creation.
