In our (presumable) post-truth era, the constant and public assertion of falsehoods isn’t the only concern; equally alarming is the fact that the disseminators of disinformation seem quite successful at evading responsibility when held accountable for their lies. As I argue, they achieve this by employing one of two basic strategic options. First, they simply refute the falseness of their claims. Second, and this is an often-overlooked strategy, they deny that their statement was ever intended as a truth claim at all. More precisely, the strategy consists in portraying a previous utterance as a non-assertive speech act, thus denying any epistemic responsibility for it. This is what will be called a strategy of assertion-denial. The aim of this article is to explore the working mechanism of this strategy and to point out its appeal to those with an intention to deceive. Depending on the respective re-interpretation of one’s previous speech act, I will furthermore distinguish and explain three key sub-variants of assertion-denial: the “It’s just my opinion”-, the “It’s not me who claimed this”- and the “That was meant sarcastically”-variant.