For the past several weeks, my spam filter has been blocking emails I’m calling insult spam. The New York Times wrote about them in June, around the time I started receiving them.

(Oh, how wonderful it is to be an early adopter!)

Basically, these messages have a customized subject header that says things like: ‘You look stupid mwaxman’ or ‘You look like a moron mwaxman’.

At first glance, I was taken aback. I mean who are these people to tell me I’m a moron?

But then I had to laugh at the the absurdity of the situation. I mean, here I was feeling bad about a silly comment from someone I don’t know who’s ostensibly trying to spread a virus or sell me something.

And I wondered, who in their right mind, would open an email like this?

On further reflection, I realized messages like these are aimed at our neuroses, in much the same way as so-called complimentary spam (notes that say things like, ‘You look hot’ or ‘I noticed you across a crowded room’).

Essentially, they’re preying on our need to be liked.

And I think it’s high time we started doing a better job of human-filtering; of seeing things for what they are and leaving our insecurities behind.

In a world where communications plays such an important part of our lives, we owe it to ourselves to develop and practice good critical judgement.

About Martin Waxman


Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.