Advocacy is at the heart of conflict-related humanitarianism. Yet, nowadays when referred to this field, it seems to have lost its value-neutral denotation and its original and positive meaning. This paper claims that especially in its public form advocacy has become a ‘good word gone bad’. The discussion seeks to evidence that today advocacy has assumed a negative connotation due to its widespread political interpretation, denouncing strategy, aggressive approach and visibility goals. The analysis attempts to highlight the main reasons behind this deviation, to explain and interpret it through conceptual and theoretical frameworks and to outline the challenges, limits and dilemmas that it has engendered. The examination of two examples tries to shows the feasibility of advocacy initiatives framed within its original and positive meaning. Together with the study of other examples the paper concludes with few potential stimuli to the future reflections on the contours of this core humanitarian function.