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Are there any changes this year that will make it less aggressively spammy?

They have a "Measures to reduce spam" section outlining that : https://hacktoberfest.com/participation/#spam

Also seems that projects must now opt-in by labelling themselves with "hacktoberfest-accepted”.

The label for projects is "hacktoberfest".

"hacktoberfest-accepted" is a label for pull requests you want to mark as accepted but don't want to merge yet (a pull request has to be merged OR approved OR have this label to count).

Changes were enacted in 2020 to make the program less spammy. Hacktoberfest is now opt-in and repeated spammers are permanently banned. The amount of spam PRs dramatically dropped after this change was implemented.

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