Meta is rolling out new measures to combat spam and deceptive practices on Facebook. The platform will now limit the reach of accounts that use manipulative tactics such as meaningless hashtags, excessively long posts, and attempts to deceive the algorithm. In addition to reduced visibility, authors of such content will also lose access to monetization tools.
One major area of focus is the misuse of captions and hashtags. Posts that feature images with captions unrelated to the content—for example, a picture of a dog with the caption “Top 10 facts about #AIRPLANES”—will be flagged. According to Meta, such content manipulates the algorithm and will be shown only to a user’s subscribers, not the broader Facebook audience. The Verge notes that these types of posts are considered algorithmic manipulation and will be hidden automatically.
Stricter Enforcement on Fake Accounts and Engagement Inflation
The platform is also targeting the creation of fake or duplicate accounts used to artificially boost reach and monetization. Users operating “hundreds of accounts to distribute the same content” will face limited reach and will no longer be able to earn from their posts. Meta believes these accounts often inflate follower and view counts to gain unfair monetization advantages.
To curb comment section spam, Facebook is testing a new feature that allows users to mark comments as unhelpful. Page owners will also receive tools to automatically hide messages from suspected fake profiles. Comments identified as part of coordinated inflating efforts will be deprioritized in visibility.
Ongoing Efforts to Curb Spam on Facebook
These updates build on previous measures targeting spammy behavior within Facebook groups and pages, notes NIX Solutions. Now, individual users employing similar tactics will also face restrictions. Meta stated, “Spam prevents users from being heard, regardless of their point of view. Therefore, we will monitor behavior that artificially increases reach and monetization.”
These changes follow the launch of the Friends-only feed, a section of Facebook that removes algorithmic recommendations altogether. Meta’s broader goal is to create a more authentic and trustworthy user experience by reducing manipulation tactics.
We’ll keep you updated as these features roll out and as more enforcement tools become available.