Celebrities are increasingly using ‘sadfishing’ to endorse their products or draw attention to their causes. Recently, Poonam Pandey was involved in a cervical cancer hoax, bringing sadfishing into the spotlight.
In January 2019, journalist Rebecca Reid coined the term "sadfishing," which she describes as "using emotional problems to hook an audience on the internet." Sadfishing can be seen as the emotional equivalent of clickbait, where individuals perform sadness online to gain sympathy or attention.