Artificially generated content threatens to seriously disrupt the public sphere. Generative AI massively facilitates the production of convincing portrayals of fabricated events. We have already begun to witness the spread of synthetic misinformation, political propaganda, and non-consensual intimate deepfakes. Malicious uses of the new technologies can only be expected to proliferate over time. In the face of this threat, social media platforms must surely act. But how? While it is tempting to think they need new sui generis policies targeting synthetic (...) content, we argue that the challenge posed by generative AI should be met through the enforcement of general platform rules. We demonstrate that the threat posed to individuals and society by AI-generated content is no different in kind from that of ordinary harmful content—a threat which is already well recognised. Generative AI massively increases the problem but, ultimately, it requires the same approach. Therefore, platforms do best to double down on improving and enforcing their existing rules, regardless of whether the content they are dealing with was produced by humans or machines. (shrink)