Name and Shame: What It Means and Why It Matters

Name and shame is when you publicly point out someone’s misstep—whether it’s unethical behavior, broken promises, or shady practices—to hold them accountable and alert your audience. In influencer marketing, this tactic can shape public opinion fast and force brands to clean up their act.

How "Name and Shame" Works

1. Identify the Offense: You spot a violation—like a brand not delivering on a sponsored post, using misleading claims, or copying content without credit.

2. Gather Evidence: Screenshots, dated emails, video clips, or direct messages back up your claim.

3. Public Call-Out: You post on social media (Instagram Stories, Tweets, TikToks) or write a blog highlighting the offender and explaining the issue.

4. Amplify the Message: Encourage followers to share, tag the brand, and use a relevant hashtag. This pressure often prompts a response or course correction.

Examples in Influencer Marketing

• A micro-influencer publicly shared screenshots of a beauty brand ghosting her after she completed a paid campaign. Her post went viral, and the brand issued an apology and payment within 48 hours.

• A content creator exposed a fitness supplement company for fake testimonials. The exposé led to an FTC inquiry and new transparency guidelines.

• Followers often name and shame influencers who promote obviously scammy products, warning their communities to stay clear.

Why Name and Shame Matters for Brands and Creators

- Builds Trust: Audiences appreciate honesty. When you hold bad actors accountable, you strengthen your own credibility.

- Drives Change: Public pressure can force brands to fix issues faster than private negotiations ever could.

- Protects Consumers: By spotlighting scams or false claims, you keep your followers from getting ripped off.

- Shapes Industry Standards: Consistent call-outs push the entire influencer space toward higher ethical practices.

Common Misconceptions and Variations

- It’s Not Bullying: Name and shame is about accountability, not personal attacks. Stay factual and avoid ad hominem insults.

- Private vs. Public: Some argue you should always handle disputes privately first. While that’s polite, a public call-out is sometimes the only leverage you have.

- "Name and Praise": The flip side is calling out good behavior—shining a spotlight on brands that over-deliver, which can build stronger partnerships.

Practical Tips for Applying Name and Shame

1. Stay Professional: Use neutral language and focus on facts, not emotions.

2. Be Prepared for Backlash: Offended parties or trolls might push back. Keep your evidence solid.

3. Offer a Path to Resolution: Even in a call-out, suggest how the brand can make things right—refunds, corrections, or policy changes.

4. Balance with Positivity: Mix in "name and praise" posts to show you’re fair and solution-oriented.

5. Know Your Goals: Are you protecting your audience, prompting a brand fix, or setting an industry example? Tailor your message accordingly.

Name and shame can feel intense, but when done well, it’s a force for transparency and better business practices. Use it wisely, back your claims with proof, and watch accountability reshape your industry.