TikTokers have taken up “deinfluencing.

“Deinfluencing” is a term that’s been recently invented by creators who are urging viewers not to buy something, or calling criticism to cult-favorite products. Because influencers are known to shill products — at any unethical cost peril to their reputations, as we’ve seen with MascaraGate — “deinfluencing” is meant to invert that notion.