In the fast-moving world of crypto, excitement is contagious—but so is deception. With the rise of influencers, anonymous promoters, and viral marketing campaigns, it’s getting harder to distinguish genuine opportunities from cleverly disguised scams. Welcome to the murky world of shilling—the art of hyping a token for personal gain, often at the expense of unsuspecting investors.
At its core, crypto shilling involves someone promoting a project not because they believe in its utility or innovation, but because they stand to profit. Whether it’s a celebrity with a hidden sponsorship deal or an anonymous Twitter account promising moonshots, the goal is the same: pump up the price, generate buzz, and sell before the crowd realizes there’s no substance behind the hype.
So how do you spot a shill before you get caught holding the bag? Here are five red flags that should set off your crypto scam radar.
1. Wild Promises That Sound Too Good to Be True
We’ve all seen it: “100x gains guaranteed!”, “The next Bitcoin!”, “Don’t miss this once-in-a-lifetime opportunity!” These aren’t just enthusiastic endorsements—they’re emotional traps.
Legitimate projects don’t promise overnight riches. Instead, they offer clear roadmaps, solid utility, and long-term visions. If a token’s main selling point is its potential to make you rich, rather than what it actually does, that’s a major red flag.
Rule of thumb: The louder the promise, the quieter the product.
2. Anonymous Teams or Dubious Backgrounds
Crypto was born with anonymity baked in, but when it comes to handling your money, transparency matters. A credible project should have a team that’s visible, verifiable, and experienced.
Be skeptical of projects with no listed founders, fake LinkedIn profiles, or websites filled with generic stock images. Worse still, some scams use actors to impersonate developers or fabricate resumes to create a false sense of legitimacy.
Ask yourself: Who’s behind this project—and what have they built before?
3. Influencer Hype with Zero Disclosure
If a coin suddenly appears everywhere on social media, chances are there’s a coordinated marketing push behind it. Many influencers get paid to promote tokens but fail to disclose that fact—despite legal requirements in several countries.
Take Kim Kardashian’s infamous $1.26 million fine in 2022 for promoting EthereumMax without transparency. Or Floyd Mayweather and YouTuber BitBoy (Ben Armstrong), both entangled in lawsuits over paid promotions tied to worthless tokens.
Just because a token is trending doesn’t mean it’s trustworthy.
4. No Working Product, Just a Pretty Website
Some tokens look impressive at first glance—slick websites, catchy slogans, futuristic whitepapers. But dig deeper and you’ll often find… nothing.
If a project can’t point to a live product, active GitHub repo, or functional use case, that’s a serious concern. Endless mentions of “coming soon” should raise alarms, especially if milestones keep getting pushed back with no explanation.
Tip: Real utility is always more important than clever branding.
5. FOMO and High-Pressure Tactics
Time-limited presales, “last chance” emails, and countdown clocks are all classic pressure tactics designed to rush your decision. Shillers rely on FOMO (fear of missing out) to get you to buy in without thinking critically.
Remember, solid investments don’t expire in 24 hours. If you’re being pressured to act fast, take a step back. Good opportunities will still be there after you’ve done your due diligence.
Is Shilling Illegal?
In many cases, yes. Regulatory bodies like the SEC, FTC, and CFTC have all taken action against undisclosed promotions and deceptive crypto campaigns.
One notorious case involved Miami pastor Francier Obando Pinillo, who allegedly used his church and social media to promote a fake crypto platform called Solano Fi, promising 34.9% monthly returns. Authorities say he defrauded over 12,000 people, blocked withdrawals, and funneled money for personal use. He now faces up to 20 years in prison.
Even heads of state aren’t immune—Argentine President Javier Milei came under scrutiny in 2025 after promoting the LIBRA token, which crashed by 97% after soaring to a $4.5 billion market cap. Despite dissolving the investigation task force, public backlash continues.
How to Protect Yourself
To avoid falling for shilling scams, follow these best practices:
- Always DYOR (Do Your Own Research): Don’t rely on influencers. Look into the team, product, and on-chain data.
- Verify the developers: Are they real? Do they have a track record?
- Focus on utility: What problem does the token solve?
- Be skeptical of hype: Especially sudden popularity without substance.
- Watch out for price manipulation: Sudden spikes can be part of a pump-and-dump scheme.
Crypto can be empowering—but only if you stay informed. In a space full of noise, learning to spot the signs of manipulation is your best defense.
