Because recent events lead me to believe Tumblr needs a crash course:
Queerbaiting is a deceptive marketing tactic in which an entity with majority creative control over a piece of media uses publicity/promotional material to suggest there is queer content in the media, only for the media to not deliver on said queer content.
Some examples of Queerbaiting include:
Beauty and the Beast (the 2017 live-action remake): Several outlets (either owned by Disney or at the direction of them) wrote articles about LeFou being Disney's first gay character. However, in the movie, LeFou never explicitly states he's attracted to men. The confirmation he's the "first gay Disney character" is a second's-long, easy-to -miss shot of him dancing with an unnamed man at the end of the movie.
Star Wars: The Rise of Skywalker: Similar to above. Lots of media buzz generated by or on behalf of Disney about the first gay kiss in a Star Wars movie, only for it to be a kiss between two unnamed female background characters that was edited out in some international releases.
Harry Potter: JK Rowling (who has majority creative control over the Harry Potter Universe) stated in a widely-reported interview that Dumbledore and Grindelwald were lovers. This was never mentioned in the books or films. When she had the opportunity to expand on their relationship in the Fantastic Beasts series, the scenes were brief and vague enough that it could still be interpreted as a close friendship.
Riverdale: The CW's promo for the series premiere included a clip of Betty and Veronica kissing. At that time on the show, the kiss was a stunt they pulled to get on the cheerleading squad and not meant to confirm they had romantic feelings for each other (I believe the characters were made queer several seasons later, but I doubt that was the plan at the time the commercial aired so I'm still counting it).
Things that are NOT QUEERBAIT:
Someone working on the media with limited creative control expresses support outside of the official promotional material of a non-canon queer character/ship. (ex: John Boyega and Oscar Isaac being confirmed FinnPoe shippers, McKenna Harris, a storyboarder for Luca and director of the subsequent short film Ciao Alberto, posting queer fanart she drew of Luca and Alberto on her personal Instagram, whichever Stranger Things staff writer/assistant director said they liked Byler.)
The queerness was always present, but it was forced to be toned down against the creator's wishes due to their distributor's censorship restrictions. (ex: Korra and Asami, Marceline and Bubblegum, Harley Quinn and Poison Ivy. It's worth noting all these pairings were explicitly confirmed as queer once the censorship restrictions were lifted.)
A real person expressing queer themes in their art despite them not being an out queer person. (ex: the backlash Demi Lovato, Billie Eilish, and Katy Perry received for hinting at an attraction to women in their music. Lovato and Eilish have both come out as queer. Perry's straight and confirmed I Kissed a Girl was her working through her feelings after a strict Christian upbringing.)
Queer representation was never promised in the promotional material and they really are supposed to be straight/cis/just extremely good friends. (ex: too many to list.)
Additional things that are NOT QUEERBAIT:
The promotional material promised queer representation without stating which characters were going to be queer or which ships were going to happen. The media unambiguously delivered on its promise, but the characters/ships were not what certain people were hoping for. (ex: CW Supergirl's creative team teasing that a character would come out as queer. The character was Alex Danvers, who got a very touching coming-out story. Some fans expressed disappointment the queer character was not Supergirl. 9-1-1's promotional material including confirmation that Buck is bisexual. Some fans expressed disappointment that his male love interest wasn't the character they wanted him to be with. Byler, again.)
The queer representation was poorly done and worthy of criticism. However, its faults were in its writing/creative choices and had nothing to do with what was or was not advertised in the promotional material. (ex: too many to list)





















