name-calling

as in libel
the use of personal attacks or insults in order to undermine an opponent the campaign quickly degenerated into name-calling rather than an intelligent discussion of the issues

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“Name-calling.” Merriam-Webster.com Thesaurus, Merriam-Webster, https://www.merriam-webster.com/thesaurus/name-calling. Accessed 18 Jun. 2024.

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