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Asmear campaign, also referred to as asmear tactic or simply asmear, is an effort to damage or call into question someone'sreputation, by propounding negativepropaganda.[1] It makes use ofdiscrediting tactics. It can be applied to individuals or groups. Common targets are public officials,politicians,heads of state,political candidates,activists, celebrities (especially those who are involved in politics), and ex-spouses. The term also applies in other contexts, such as the workplace.[2] The termsmear campaign became popular around the year 1936.[3]
A smear campaign is an intentional, premeditated effort to undermine an individual's or group's reputation, credibility, andcharacter.[4] Likenegative campaigning, most often smear campaigns target government officials, politicians, political candidates, and other public figures.[5] However, public relations campaigns might also employ smear tactics in the course of managing an individual or institutional brand to target competitors and potential threats.[6] Discrediting tactics are used to discourage people from believing in the figure or supporting their cause, such as the use ofdamaging quotations.
Smear tactics differ from normal discourse or debate in that they do not bear upon the issues or arguments in question. A smear is a simple attempt to malign a group or an individual with the aim of undermining their credibility.
Smears often consist ofad hominem attacks in the form of unverifiable rumors anddistortions,half-truths, or even outrightlies; smear campaigns are often propagated bygossip magazines. Even when the facts behind a smear campaign are demonstrated to lack proper foundation, the tactic is often effective because the target's reputation is tarnished before the truth is known.
Smear campaigns can also be used as acampaign tactic associated withtabloid journalism, which is a type of journalism that presents little well-researched news and instead uses eye-catching headlines, scandal-mongering andsensationalism. For example, duringGary Hart's 1988 presidential campaign (see below), theNew York Post reported on its front page big, black block letters: "GARY: I'M NO WOMANIZER."[7][8]
Smears are also effective in diverting attention away from the matter in question and onto a specific individual or group. The target of the smear typically must focus on correcting thefalse information rather than on the original issue.
Deflection has been described as awrap-up smear: "You make up something. Then you have the press write about it. And then you say, everybody is writing about this charge".[9]
In the U.S. judicial system, discrediting tactics (calledwitness impeachment) are the approved method for attacking the credibility of any witness in court, including aplaintiff ordefendant. In cases with significantmass media attention or high-stakes outcomes, those tactics often take place in public as well.
Logically, an argument is held in discredit if the underlying premise is found, "So severely in error that there is cause to remove the argument from the proceedings because of its prejudicial context and application...".Mistrial proceedings in civil and criminal courts do not always require that an argument brought by defense or prosecution be discredited, however appellate courts must consider the context and may discredit testimony as perjurious or prejudicial, even if the statement is technically true.
Smear tactics are commonly used to undermine effective arguments or critiques.
During the 1856 presidential election,John C. Frémont was the target of a smear campaign alleging that he was aCatholic, among other accusations. The campaign was designed to undermine support for Fremont from those who weresuspicious of Catholics.[10]
Ralph Nader was the victim of a smear campaign during the 1960s, when he was campaigning for car safety. In order to smear Nader and deflect public attention from his campaign,General Motors engaged private investigators to search for damaging or embarrassing incidents from his past. In early March 1966, several media outlets, includingThe New Republic andThe New York Times, reported that GM had tried to discredit Nader, hiring private detectives totap his phones and investigate his past and hiring prostitutes to trap him in compromising situations.[11][12] Nader sued the company forinvasion of privacy and settled the case for $284,000. Nader's lawsuit against GM was ultimately decided by theNew York Court of Appeals, whose opinion in the case expandedtort law to cover "overzealous surveillance."[13] Nader used the proceeds from the lawsuit to start the pro-consumer Center for Study of Responsive Law.
Gary Hart was the target of a smear campaign during the 1988 US presidential campaign. TheNew York Post once reported on its front page big, black block letters: "GARY: I'M NO WOMANIZER."[7][8]
In 2011, China launched a smear campaign againstApple, including TV and radio advertisements and articles in state-run papers. The campaign failed to turn the Chinese public against the company and its products.[14]
Chris Bryant, a British parliamentarian, accused Russia in 2012 of orchestrating a smear campaign against him because of his criticism ofVladimir Putin.[15] In 2017 he alleged that other British officials are vulnerable to Russian smear campaigns.[16][17]
In 2024,The New York Times reported on an alleged smear campaign conducted against actressBlake Lively after she accusedJustin Baldoni of misconduct.[18] The alleged smear campaign allegedly pushed negative stories about Lively and used social media to boost those stories. In January 2025, Baldoni filed a suit in the federal District Court for the Southern District of New York against Blake, her husband Ryan Reynolds, and publicist, for $400 million in damages alleging civil extortion, defamation, and a slew of contract-related claims.[19]
In January 2007, it was revealed that an anonymous website that attacked critics ofOverstock.com, including media figures and private citizens on message boards, was operated by an official of Overstock.com.[20][21]
In 2023,The New Yorker reported thatMohamed bin Zayed was paying millions of euros to a Swiss firm, Alp Services for orchestrating asmear campaign to defame the Emirati targets, including Qatar and the Muslim Brotherhood. Under the ‘dark PR’, Alp posted false and defamatory Wikipedia entries against them. The Emirates also paid the Swiss firm to publish propaganda articles against the targets. Multiple meetings took place between the Alp Services headMario Brero and an Emirati official, Matar Humaid al-Neyadi. However, Alp’s bills were sent directly to MbZ. The defamation campaign also targeted an American, Hazim Nada, and his firm, Lord Energy, because his fatherYoussef Nada had joined the Muslim Brotherhood as a teenager.[22]
