The public image of psychologists has been a major concern to the field. This article describes and analyzes the phenomenon of negative reaction toward the involvement of psychologists in the public media in Israel during the Persian Gulf War in 1991. The war period was characterized by a massive presence of psychologists in the media, which gave rise to both lay and professional criticism of psychologists and their messages. An examination of the content of psychological material published during the war does not reveal blatant professional mistakes. Therefore, it is suggested that overdosage, rather than the content, of psychological messages was responsible for the extremely negative reaction against psychology, compounded by the extreme circumstances of the war.