A few days ago, Selva Orejón appeared as a guest on Iker Jiménez’s programme “Horizonte” on Cuatro TV to discuss one of the most widespread practices that has been taking place on social media in recent years: smear campaigns.

What exactly is a smear campaign? How do they work?

With the widespread use of social media, it is very easy for someone to try to undermine the credibility or honour of a person or company while hiding behind anonymity. They mention the victim on social media, speaking badly of them, with insults, offences, disparagement, and often hoaxes or fake news.

The attack can be for a thousand reasons: a dissatisfied customer, an envious follower, or even the competition itself. Although it often happens out of simple animosity, or because of opposing viewpoints on a current issue. If the attack is repeated and cannot be reasoned with, that is when you are dealing with a “hater”.

Barçagate, when the attack comes from your own allies.

The Barçagate case is particularly surprising. Supposedly behind the comments aimed at discrediting, eroding, and defaming players, former players, and figures in the Barça sphere via social media—through Twitter and Facebook accounts and websites—was not, precisely, their historic sporting rival, but Barça’s own board.

All of this content and these comments were controlled by the company I3 Ventures, which had been hired by Barça at the end of 2017 to provide social media monitoring services.

Among the victims of these smear campaigns were Leo Messi, Gerard Piqué, Pep Guardiola, and Joan Laporta. In addition, it generated favourable public opinion for Bartomeu’s board.

A matter of ethics

It is estimated that in Spain there are several companies and a multitude of self-employed professionals who offer services to discredit an opponent. As Selva Orejón states, “in their portfolio they do not propose carrying out smear campaigns for reasons of an ethical code, but when you start having certain conversations within the clean-up campaign itself, they take it a step further.”

Legal prosecution at present is complicated, especially from a criminal law perspective. From a civil law perspective, it could be viable, as the attacks often affect the victim’s right to honour.

Outside Spain, this type of practice is quite widespread: in Europe, the United Kingdom has a large number of companies that have normalised this type of practice. Outside Europe, the practice is widely распространена in Russia or Latin America.

Do not miss the full interview with Selva Orejón: