What is shilling in crypto?
Essentially, shilling is the artificial promotion of a token or cryptocurrency with inflated promises to raise the price and attract attention.
The goal is simple: create hype, make others buy, and then exit the position with a profit, leaving others at a loss.
Anyone can shill tokens, from anonymous accounts to media figures and politicians. But the essence is always the same: manipulation. It's not about value or utility, but about increasing interest for personal gain.
The problem is that the line between 'enthusiasm' and outright deception is thin. Many get caught without even realizing it. Therefore, it's important to understand in advance what to pay attention to.
5 signs that you are being pushed a token
Be careful if you encounter loud promises, an anonymous team, aggressive promotion through bloggers, lack of a product, and FOMO tactics. If the project looks like a scam - it probably is.
Inflated promises
You’ve probably seen posts like this:
‘100x coming soon!’
‘Guaranteed profit!’
‘This is your path to financial freedom!’
Classic shilling. No normal project will promise to 'change your life'. In crypto, as in any other investment sphere, there are no guarantees.
If the project talks about insane profits instead of a product and utility, then their goal is to incite FOMO and lure gullible users. The truth is, if it sounds too good to be true, it probably is a scam.
Anonymous or dubious teams
Anonymity in crypto is not always bad. But when you trust someone with money, transparency is critical.
Red flag if:
The project has no clear team member
Fictitious names are used
Stock photos on the website
No profiles on LinkedIn or other history
Fraudsters often hide behind anonymity because they plan to simply disappear. Some even hire actors or invent biographies to appear 'solid'.
Before investing, it's worth checking: does the team have real experience? Have the founders or developers worked in crypto or startups before? Have they launched anything successful?
Aggressive promotion through bloggers and paid posts
Today nobody talks about the token, and tomorrow it's in every post. Sound familiar?
Most often, such 'viral' interest is backed by a coordinated paid campaign disguised as 'sincere enthusiasm'. Many bloggers do not indicate that the post is an advertisement, although in many countries this is a violation of the law.
In recent years, regulators have started to penalize such actions:
Kim Kardashian paid $1.26 million in fines for promoting EthereumMax without disclosing the terms.
Floyd Mayweather was also sued for promoting the same project at a paid event.
BitBoy (Ben Armstrong) has been involved in several lawsuits for promoting scams among his audience.
If several influencers start praising the project, especially without #ad or #sponsored tags, it's a clear signal that they are trying to warm you up through shilling.
No product and clear roadmap
The site may look expensive and impressive. But where is the product? Where is the code?
Shilled projects often bet on marketing rather than results. No working application, no repository, no specific application, just promises and the inscription 'coming soon'.
Ask yourself simple questions:
Can the platform be used already?
Is there a clear white paper?
Is the code open, is the development public?
If the website only has a landing page and a vague roadmap that is 'about to be updated' - that's a warning sign.
Pressure and FOMO manipulations
Shillers love urgency. The less time you have to think, the higher the chance that you'll buy blindly.
Be cautious with phrases like:
‘The presale ends in 2 hours!’
‘Only 1,000 spots left!’
«If you don't buy now - you'll miss out forever!»
This is an attempt to play on the fear of missing out on profit to push a decision without analysis.
But crypto is not a race. Serious projects do not pressure emotions and do not demand an urgent token purchase. If you are rushed, they are almost certainly hiding something.
Stop and think: do I believe in this project or am I just being scammed?
Is shilling illegal? Can bloggers be held accountable?
In many cases, shilling is not just unethical, but illegal.
If a person receives money for promoting a token and does not disclose this, they may face lawsuits, fines, or even criminal prosecution. Especially if the token is later recognized as a security under American law.
Regulators like the SEC, FTC, and CFTC have repeatedly shut down such schemes.
The following are at risk:
Bloggers who concealed payment
Opinion leaders spreading false information
Participants of pump-and-dump schemes through social media
Crypto is becoming mainstream, and shilling is now taken seriously. In some countries, it leads to public scandals at the highest levels. In Argentina, for example, President Javier Milei personally promoted the LIBRA token, which reached a market cap of $4.5 billion in February 2025, then crashed by 97%. Later, he disbanded the working group created to investigate the project, citing that the 'mission was accomplished'. However, no official conclusions were made, and legal proceedings against Milei and his entourage continue.
How to protect yourself from shilling
To avoid falling into a trap, it's important not to be swayed by hype, check information, and keep a cool head. Here's what to do:
Conduct your own research (DYOR). Study the project, the team, and real data. Don't rely on hype or bloggers' advice. Look at on-chain statistics, activity on GitHub, and the actual utility of the product.
Check the team. A serious project always has an open team. If the developers are anonymous or lack proper profiles - it's a signal to be cautious. It's important to understand who is behind this and if they have experience.
Evaluate real benefits. Does the project solve any problem? Does it have a finished product? If it’s all just promises and the status of 'in development' without deadlines, then most likely, nothing will come of it.
Don't get swayed by hype. If the token is suddenly being discussed everywhere, it's not a reason to rush to buy. FOMO is a favorite tool of shillers. It's better to assess the project soberly than to fall into a scam.
Be skeptical of bloggers. Popular influencers may have a direct financial motivation. Before following their advice, consider: why are they advising this? Is there an advertisement note? Verify the information through independent sources.
Beware of pumps and dumps. A sharp price increase followed by an immediate crash is a classic scheme. Such movements are often artificially created to drop the token at the peak of interest. Watch the charts and don't fall for sharp movements without reason.