Drawing upon case study research investigating the Irish Health Service Executive’s (HSE) response to a fake news attack on their human papillomavirus (HPV) vaccination campaign, we argue that responses to fake news should be analyzed from a legitimacy perspective. A model for emotional legitimacy management is proposed in which the HSE and a third-party collaborate to (a) connect with the emotional aspects of the issue; (b) leverage emotions to build vicarious legitimacy; (c) transfer the third-party’s legitimacy to the HSE; and (...) (d) emotionally activate the public. This study contributes to fake news and legitimacy management by moving beyond fact-checking and debunking strategies. We suggest a framework centered on legitimacy in which emotions are used to counteract fake news. Finally, we emphasize the importance of third-party vicarious legitimacy building and the transfer of this legitimacy to the organization. (shrink)