Smear Campaigns- When Abusers Target Reputation
- Kirsty Richardson
- 5 days ago
- 10 min read
Updated: 3 days ago
How to recognise them and protect yourself and others
What is a Smear Campaign?
As part of normal healthy relationships, people sometimes fall out, heated words can be exchanged and the person may seek support. A smear campaign is very different, in that it is an intentional strategy. A smear campaign is a deliberate effort to damage the target’s reputation by spreading misinformation, half-truths, or outright lies. Think of political campaigns where stories surface about a candidate, often something they did 10 years ago, now grossly exaggerated or taken out of context, designed to damage their reputation and make their opponent appear more favourable by comparison. This tactic isn’t limited to public figures; it can be used against anyone and there is always a motivation behind it.
When a covertly abusive person wants to punish, control, or discredit their target as part of revenge or preemptively to protect their own character, they often resort to a smear campaign. This typically happens after the target sets boundaries, ends the relationship, or calls out inappropriate behaviour. The abuser then twists these actions, or reactions to their poor behaviour, portraying the target as unreasonable, hostile, or even abusive.
They can do this in many ways, such as, direct communication with the target, discrediting them to associates, work colleagues, friends, family or through online activity. This is very different from reporting a genuine concern; the language used can help ascertain whether this is the case (See How to Recognise a Smear Campaign in Action, later in the article).
The person at the receiving end of a smear campaign may not realise this is happening until some time after, but they may notice family members, associates or friends behaving differently towards them.
A smear campaign is designed to isolate the target socially, portray the abuser or an ally as the victim, and undermine the target’s credibility.
It may also be used to gaslight the target, causing them to question their own perception and self-worth, while also shaping how others view them. At the same time, it serves to deflect attention away from the smear campaigner’s own behaviour.
“When they can't compete with your character, they attack your reputation,” Ukn
Belittling and Undermining the Person's Character
Belittling and undermining, are tactics the abuser may use as part of the campaign. By minimising the persons achievements, opinions, feelings or actions in a condescending way, the smear campaigner sends a clear message: “You don’t matter. Your perspective is invalid", " My opinions are superior to yours".
They may first undermine the targets character to supporters or misrepresent them in some way, maybe suggesting they are disliked, unintelligent, mentally unstable, naive, weak or in some way defective. In the meantime, they will represent themselves as the victim, socially, morally or in some other way, superior, either directly or by using downward comparisons. Smear campaigners may act alone or recruit other toxic people to escalate the campaign.
This may seem like they think they are superior, but it is often born from deep seated insecurity and underlying motives.
Justification
By then creating a narrative that frames the target as dangerous, unreasonable, or morally flawed, the abuser creates a false justification for their abusive or intimidating behaviour. This tactic allows them to frame their actions as morally righteous or protective.
Their rationalisations for the campaign might include:
“They deserved it, they had it coming.”
“I was just standing up for my friend/family member.”
“They’re a bad person, I’m protecting others from them.”
This type of distortion not only deflects responsibility but also recruits others into the narrative, reinforcing the gaslighting and deepening the smear campaign's impact.
Common Smear Tactics Include:
Direct communication (face-to-face, texts, phone calls, emails, letters) intended to provoke the person into a defensive reaction, confuse, or destabilise them.
Discrediting the person to others such as colleagues, friends, family members, or mutual associates, often behind their back.
Subtle or overt manipulation of narratives that misrepresent the target’s actions, character, or intentions.
Online defamation or character assassination, including social media posts, derogatory comments about traits the person is known to have, anonymous remarks, or group messaging designed to turn others against the target.
Dirt gathering, where the perpetrator seeks “evidence” against the target, which they then distort. They may even contact relatives, former partners, or acquaintances. This serves to collect material that can be twisted or weaponised, and to recruit others who may already hold negative views as allies in the campaign.
Defensive and Projection Elements
Smear campaigns are not only vindictive; they are often defensive. This tactic is used to deflect attention away from the abuser’s own wrongdoing, avoid accountability, and pre-emptively control the narrative before the actual truth comes out. This is common in people who are deeply insecure, emotionally manipulative, and unwilling or unable to engage in honest, respectful communication.
Projection is frequently used, accusing the target of the very faults or intentions the abuser wants to hide. For example, an abuser may label the target as “greedy” or “jealous” while actually acting out those behaviours themselves.
A common reason for smear campaigns is that campaigner has be called out for being abusive or disrespectful, and instead of addressing their behaviour, they project those traits onto the target. This is designed to protect their reputation, garner sympathy and support from others, as well as punish the person for standing up for themselves.
Gaslighting and DARVO in Smear Campaigns
Smear campaigns are very rarely straightforward acts of slander, they are often layered with complex psychological manipulation to confuse, silence, and disempower the target. Two common tactics embedded within smear campaigns are gaslighting and DARVO.
Gaslighting in Smear Campaigns
Gaslighting involves manipulating a person into doubting their own experiences, memories, or sense of reality. In the context of a smear campaign, gaslighting may be used to:
Invalidate the target’s boundaries: “You were being abusive, by setting limitations"
Reframe abusive behaviour as normal or justified: “She only reacted that way because you pushed her to it.”
Distort or rewrite events:“That’s not how it happened at all, they were afraid of you.”
Undermine the target’s character or memory:“You’ve always had a tendency to twist things.”
This tactic makes the target question their own reality while sowing seeds of doubt in others, which effectively reinforces the smear campaign by painting the target as emotionally unstable, unreliable, or dishonest.
DARVO in Smear Campaigns
DARVO stands for Deny, Attack, and Reverse Victim and Offender- It is a defensive and manipulative strategy, often employed when an abuser is confronted or exposed. Within a smear campaign, DARVO could be used like this:
Deny wrongdoing:“I did nothing but try to support them, they turned on me for no reason.”
Attack the target’s credibility or morality:“They were manipulative and cruel to someone with a mental illness.”
Reverse roles, positioning the abuser as the victim:“They didn't even show up to their graduation, which evidences that they didn't care for her".
This tactic weaponises moral outrage and sympathy. By portraying themselves (or someone close to them) as the true victim, the smear campaigner can mobilise others to support their narrative, isolating the target further and obstructing the truth.
Psychological Impact
The communication from a smear campaigner may include:
Patronising, condescending language designed to degrade the target emotionally.
Rewriting history or reality to gaslight and make the target doubt their own experiences.
Legalistic or formal language alongside false claims used as a form of intimidation or to lend false credibility to distorted claims.
Repeated accusations of selfishness, cruelty, or immorality, even when the target’s actions were reasonable or protective of their well-being.
These communications are less about truth and more about control and emotional harm.
If you or someone you know is experiencing these tactics, it’s important to seek support from trusted people or professionals familiar with trauma-informed care, as the emotional effects can be profound and isolating.
How to Recognise a Smear Campaign in Action
Below is an example list of healthy reactions to wrong doing, versus toxic ones that suggest a smear campaign is at play:
Healthy Reactions | Toxic Reactions (Smear Campaign Signs) |
A friend sets a clear, reasonable boundary, and the secure person respects it without drama. | The person reacts with resentment and begins portraying the boundary as an act of cruelty, selfishness, or mental instability. |
Upon hearing a negative report about someone, the person asks questions and seeks facts rather than assuming, drawing their own conclusions or spreading gossip. | The person immediately spreads or escalates the narrative, often exaggerating details or omitting context to paint the worst possible picture. |
Acknowledges hurtful behaviour and works to repair the relationship. | The person refuses to take responsibility, instead accusing the target of being abusive or unstable, often framing themselves as the victim. |
Conflict is addressed directly and with a willingness to understand both perspectives. | Conversations happen behind closed doors, where the target is dehumanised, ridiculed, or falsely accused, often to gain sympathy and solidarity from others. |
The secure person tries to remain fair and withholds judgment until all sides are properly heard. | The abuser preemptively shares their version of events with others to discredit the target and shape group opinion before the target can speak. |
Seeks facts and avoids loaded comments and accusations | Accuses, uses language to provoke, belittle and condescend the target |
Questions to Consider If Someone You Know Is Being Accused:
When someone makes serious claims about another person, especially in the context of a smear campaign, it’s important to reflect critically rather than immediately take sides. Here are some questions worth considering:
Was the accuser rejected, confronted, or held accountable by the person they're now targeting?
Consider whether the accusation may be rooted in feelings of rejection, abandonment, or loss of control.
Do they stand to gain something by discrediting the other person?
This might include financial benefit, enhanced social status, eliminating competition, or shifting blame.
Could they be reacting defensively to protect their own reputation?
Sometimes smear campaigns are launched preemptively or in retaliation, especially when the accuser is scared that their own behaviour might be exposed.
Is their language grounded in facts, or are they relying on emotional, exaggerated, or opinion-based claims?
Pay attention to whether the narrative includes specific, verifiable information or sweeping character judgments.
Are they handling the situation through the appropriate legal or professional channels, or are they weaponising gossip and public opinion?
Legitimate concerns are usually brought to the proper authorities or mediated respectfully, not broadcast through personal attacks or backchannels.
Have they come to you out of genuine concern to find out whether the person is safe, or does it seem like they are trying to dig up dirt?
If there is a smear campaign at play, the person will likely focus on gathering negative information rather than understanding the full context. They may ask leading questions, share emotionally charged narratives, or subtly encourage you to view the person in a negative light, all under the guise of concern.
How to respond to a smear campaigner
Being targeted by a smear campaigner can feel incredibly isolating and destabilising. You may even start to question events and your own character, due to the gaslighting. While it is tempting to reach out to them and clear your name, it is important to understand that you are not dealing with someone that cares for the truth. The campaign is a deliberate strategy designed to distort the truth for their own gain.
1. Don’t Engage on Their Level
Smear campaigners want a reaction from you, especially if its emotionally charged so they can evidence how 'emotionally unstable and nasty you are'. Avoid retaliating emotionally or publicly, as it can be weaponised against you. If you have to respond, remain calm, brief, and factual. Often, no contact or grey rocking (providing minimal, neutral responses) is the most effective strategy.
2. Document Everything and Gather Evidence
Keep a record of:
Harassing messages, phone calls, letters, or emails
Third-party accounts of what’s been said about you
Any attempts to manipulate or provoke you
Documentation is essential if the situation escalates to legal or professional settings, or if others begin to question your version of events. Gather evidence to prove your innocence.
3. Strengthen Your Support Network
Speak to trusted people who genuinely know your character, i.e, managers at work, friends, co workers and family, if you fear that a smear campaign could effect these areas. Let them know what’s happening without launching into defence mode. Calmly explaining the situation can help anchor the truth and counterbalance the manipulator’s narrative, especially if others are being recruited against you.
4. Avoid the Need to Over-Explain
The impulse to explain and correct every lie is understandable, but it doesn't work with manipulators, as they aren't invested in hearing your side of the story and the people they've smeared you to, may not know your character well enough to believe you. Not everyone deserves access to your truth, especially if they’ve proven themselves untrustworthy.
"People of integrity will notice the discrepancy between the lies being told and how you actually live and treat others".
5. Focus on Your Integrity, Not Image
Smear campaigns are designed to damage your reputation, but your character speaks louder over time. Continue showing up as your authentic, grounded self. People of integrity will notice the discrepancy between the lies being told and how you actually live and treat others.
6. Recognise the Abuser’s Motivations
Understanding that the smear campaign is a defensive strategy, often to protect the abuser's image, avoid accountability, or project shame onto you, can help depersonalise the attack. It doesn’t make it okay, but it does help you emotionally step back and stop internalising their words.
7. Seek Professional Support and Legal Advice
Seek out a trauma-informed therapist if needed, who can help you to unpack what has happened and manage the betrayal surrounding the campaign and any preceding behaviour. It is also important to speak to a solicitor to get advice on how to defend yourself and deal with slander and libel. Whilst it might not be worth the time money and stress to take the case to court initially, it is useful to have legal backing and advice, should things escalate. It is also worth speaking to the police to get advice and let them know you have received threatening or accusatory correspondence, or at the receiving end of online threats etc. This can help build a case, should it be required in future.
Final Thoughts
Smear campaigns can cause trauma, trigger self-doubt, or bring up emotional abuse dynamics from the past. It can be incredibly upsetting to learn that someone is capable of behaving in such a vindictive way, especially if the person was someone you cared deeply for, supported and trusted.
A smear campaign can happen to anyone, even the most respected and trusted people out there (and that is often who is targeted). Therapy (especially trauma-informed) can help you process the betrayal, rebuild self-trust, and establish boundaries moving forward.
It is important to try and not take the accusations to heart if you can. This is not about you! Those that attempt to dehumanise other people and act out vindictively are usually projecting their own insecurities and character traits.
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