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This paper analyzes shaming attempts in the European Parliament (EP) over a long period. Drawing on existing literature on shaming and stigmatization in International Relations, as well as on studies on blame avoidance (Public administration), this paper explores the extent to which (and how) shaming attempts were used in day-to-day European policymaking. The paper first shows how the word ‘shame’ has been employed by key policymakers in different policy areas. Data analyzed include EP speech acts (mainly debates) from 1994 to 2014. The second part of the paper consists of an interpretative and contextualizing qualitative analysis, exploring in-depth social and economic policy areas. This paper shows that, in these policy areas, shaming attempts have often served as an ideological tool, or have become entangled in turf wars between supranational institutions and Member States. The in-depth study also illustrates the circumstances under which shaming attempts have led to compliance, non-compliance or shame backlashes.