diff --git a/fedireads/activitypub/__init__.py b/fedireads/activitypub/__init__.py
index 22fd6afd0..b74c645e6 100644
--- a/fedireads/activitypub/__init__.py
+++ b/fedireads/activitypub/__init__.py
@@ -5,4 +5,4 @@ from .collection import get_outbox, get_outbox_page, get_add, get_remove, \
 from .create import get_create
 from .follow import get_follow_request, get_unfollow, get_accept
 from .status import get_review, get_review_article, get_status, get_replies, \
-    get_favorite
+    get_favorite, get_add_tag, get_remove_tag
diff --git a/fedireads/activitypub/collection.py b/fedireads/activitypub/collection.py
index 426553b9c..3c7019b43 100644
--- a/fedireads/activitypub/collection.py
+++ b/fedireads/activitypub/collection.py
@@ -118,6 +118,7 @@ def get_add_remove(user, book, shelf, action='Add'):
         'type': action,
         'actor': user.actor,
         'object': {
+            # TODO: document??
             'type': 'Document',
             'name': book.data['title'],
             'url': book.openlibrary_key
diff --git a/fedireads/activitypub/status.py b/fedireads/activitypub/status.py
index 95429e293..5e89638e8 100644
--- a/fedireads/activitypub/status.py
+++ b/fedireads/activitypub/status.py
@@ -1,4 +1,7 @@
 ''' status serializers '''
+from uuid import uuid4
+
+
 def get_review(review):
     ''' fedireads json for book reviews '''
     status = get_status(review)
@@ -76,9 +79,51 @@ def get_replies(status, replies):
 def get_favorite(favorite):
     ''' like a post '''
     return {
-        "@context": "https://www.w3.org/ns/activitystreams",
-        "id": favorite.absolute_id,
-        "type": "Like",
-        "actor": favorite.user.actor,
-        "object": favorite.status.absolute_id,
+        '@context': 'https://www.w3.org/ns/activitystreams',
+        'id': favorite.absolute_id,
+        'type': 'Like',
+        'actor': favorite.user.actor,
+        'object': favorite.status.absolute_id,
     }
+
+
+def get_add_tag(tag):
+    ''' add activity for tagging a book '''
+    uuid = uuid4()
+    return {
+        '@context': 'https://www.w3.org/ns/activitystreams',
+        'id': str(uuid),
+        'type': 'Add',
+        'actor': tag.user.actor,
+        'object': {
+            'type': 'Tag',
+            'id': tag.absolute_id,
+            'name': tag.name,
+        },
+        'target': {
+            'type': 'Book',
+            'id': tag.book.absolute_id,
+        }
+    }
+
+
+def get_remove_tag(tag):
+    ''' add activity for tagging a book '''
+    uuid = uuid4()
+    return {
+        '@context': 'https://www.w3.org/ns/activitystreams',
+        'id': str(uuid),
+        'type': 'Remove',
+        'actor': tag.user.actor,
+        'object': {
+            'type': 'Tag',
+            'id': tag.absolute_id,
+            'name': tag.name,
+        },
+        'target': {
+            'type': 'Book',
+            'id': tag.book.absolute_id,
+        }
+    }
+
+
diff --git a/fedireads/forms.py b/fedireads/forms.py
index dc59a8a9e..0dd5f4d67 100644
--- a/fedireads/forms.py
+++ b/fedireads/forms.py
@@ -54,9 +54,11 @@ class EditUserForm(ModelForm):
         fields = ['avatar', 'name', 'summary']
         help_texts = {f: None for f in fields}
 
+
 class TagForm(ModelForm):
     class Meta:
         model = models.Tag
         fields = ['name']
         help_texts = {f: None for f in fields}
+        labels = {'name': 'Add a tag'}
 
diff --git a/fedireads/incoming.py b/fedireads/incoming.py
index f75fa7ef3..e03b0c941 100644
--- a/fedireads/incoming.py
+++ b/fedireads/incoming.py
@@ -12,7 +12,8 @@ import requests
 from fedireads import activitypub
 from fedireads import models
 from fedireads import outgoing
-from fedireads.status import create_review, create_status
+from fedireads.openlibrary import get_or_create_book
+from fedireads.status import create_review, create_status, create_tag
 from fedireads.remote_user import get_or_create_remote_user
 
 
@@ -49,6 +50,9 @@ def shared_inbox(request):
     elif activity['type'] == 'Like':
         response = handle_incoming_favorite(activity)
 
+    elif activity['type'] == 'Add':
+        response = handle_incoming_add(activity)
+
     # TODO: Add, Undo, Remove, etc
 
     return response
@@ -274,6 +278,19 @@ def handle_incoming_favorite(activity):
     return HttpResponse()
 
 
+def handle_incoming_add(activity):
+    ''' someone is tagging or shelving a book '''
+    if activity['object']['type'] == 'Tag':
+        user = get_or_create_remote_user(activity['actor'])
+        if not user.local:
+            book_id = activity['target']['id'].split('/')[-1]
+            book = get_or_create_book(book_id)
+            create_tag(user, book, activity['object']['name'])
+            return HttpResponse()
+        return HttpResponse()
+    return HttpResponseNotFound()
+
+
 def handle_incoming_accept(activity):
     ''' someone is accepting a follow request '''
     # our local user
diff --git a/fedireads/migrations/0004_tag.py b/fedireads/migrations/0004_tag.py
new file mode 100644
index 000000000..3a69c6bcd
--- /dev/null
+++ b/fedireads/migrations/0004_tag.py
@@ -0,0 +1,29 @@
+# Generated by Django 3.0.3 on 2020-02-21 05:54
+
+from django.conf import settings
+from django.db import migrations, models
+import django.db.models.deletion
+
+
+class Migration(migrations.Migration):
+
+    dependencies = [
+        ('fedireads', '0003_auto_20200221_0131'),
+    ]
+
+    operations = [
+        migrations.CreateModel(
+            name='Tag',
+            fields=[
+                ('id', models.AutoField(auto_created=True, primary_key=True, serialize=False, verbose_name='ID')),
+                ('created_date', models.DateTimeField(auto_now_add=True)),
+                ('updated_date', models.DateTimeField(auto_now=True)),
+                ('name', models.CharField(max_length=140)),
+                ('book', models.ForeignKey(on_delete=django.db.models.deletion.PROTECT, to='fedireads.Book')),
+                ('user', models.ForeignKey(on_delete=django.db.models.deletion.PROTECT, to=settings.AUTH_USER_MODEL)),
+            ],
+            options={
+                'unique_together': {('user', 'book', 'name')},
+            },
+        ),
+    ]
diff --git a/fedireads/models/__init__.py b/fedireads/models/__init__.py
index ace5e08ba..c71fa3a36 100644
--- a/fedireads/models/__init__.py
+++ b/fedireads/models/__init__.py
@@ -1,5 +1,5 @@
 ''' bring all the models into the app namespace '''
 from .book import Shelf, ShelfBook, Book, Author
 from .user import User, UserRelationship, FederatedServer
-from .activity import Status, Review, Favorite
+from .activity import Status, Review, Favorite, Tag
 
diff --git a/fedireads/models/activity.py b/fedireads/models/activity.py
index 93e70313a..bff660ad1 100644
--- a/fedireads/models/activity.py
+++ b/fedireads/models/activity.py
@@ -1,6 +1,7 @@
 ''' models for storing different kinds of Activities '''
 from django.core.validators import MaxValueValidator, MinValueValidator
 from django.db import models
+from django.dispatch import receiver
 from model_utils.managers import InheritanceManager
 
 from fedireads.utils.models import FedireadsModel
@@ -46,14 +47,6 @@ class Review(Status):
         self.activity_type = 'Article'
         super().save(*args, **kwargs)
 
-
-class Tag(FedireadsModel):
-    ''' freeform tags for books '''
-    users = models.ManyToManyField('User')
-    books = models.ManyToManyField('Book')
-    name = models.CharField(max_length=140, unique=True)
-
-
 class Favorite(FedireadsModel):
     ''' fav'ing a post '''
     user = models.ForeignKey('User', on_delete=models.PROTECT)
@@ -62,3 +55,13 @@ class Favorite(FedireadsModel):
     class Meta:
         unique_together = ('user', 'status')
 
+
+class Tag(FedireadsModel):
+    ''' freeform tags for books '''
+    user = models.ForeignKey('User', on_delete=models.PROTECT)
+    book = models.ForeignKey('Book', on_delete=models.PROTECT)
+    name = models.CharField(max_length=140)
+
+    class Meta:
+        unique_together = ('user', 'book', 'name')
+
diff --git a/fedireads/outgoing.py b/fedireads/outgoing.py
index e75e75767..d032ac058 100644
--- a/fedireads/outgoing.py
+++ b/fedireads/outgoing.py
@@ -160,11 +160,26 @@ def handle_review(user, book, name, content, rating):
     other_recipients = get_recipients(user, 'public', limit='other')
     broadcast(user, article_create_activity, other_recipients)
 
-def handle_tag(user, book, name):
-    tag = create_tag(user, book, name)
 
-    tag_activity = activitypub.get_tag(tag)
-    book_object = activitypub.get_book(book)
+def handle_tag(user, book, name):
+    ''' tag a book '''
+    tag = create_tag(user, book, name)
+    tag_activity = activitypub.get_add_tag(tag)
+
+    recipients = get_recipients(user, 'public')
+    broadcast(user, tag_activity, recipients)
+
+
+def handle_untag(user, book, name):
+    ''' tag a book '''
+    book = models.Book.objects.get(openlibrary_key=book)
+    tag = models.Tag.objects.get(name=name, book=book, user=user)
+    tag_activity = activitypub.get_remove_tag(tag)
+    tag.delete()
+
+    recipients = get_recipients(user, 'public')
+    broadcast(user, tag_activity, recipients)
+
 
 def handle_comment(user, review, content):
     ''' respond to a review or status '''
diff --git a/fedireads/static/format.css b/fedireads/static/format.css
index 2f22571af..b4f16177b 100644
--- a/fedireads/static/format.css
+++ b/fedireads/static/format.css
@@ -126,6 +126,17 @@ h2 {
     padding: 1rem;
 }
 
+.tag {
+    border: 1px solid black;
+    display: inline-block;
+    padding: 0.2em;
+    border-radius: 0.2em;
+    background-color: #F3FFBD;
+}
+.tag form {
+    display: inline;
+}
+
 .review-form textarea {
     width: 30rem;
     height: 10rem;
diff --git a/fedireads/status.py b/fedireads/status.py
index 190167e9b..c5969289e 100644
--- a/fedireads/status.py
+++ b/fedireads/status.py
@@ -2,6 +2,7 @@
 from fedireads import models
 from fedireads.openlibrary import get_or_create_book
 from fedireads.sanitize_html import InputHtmlParser
+from django.db import IntegrityError
 
 
 def create_review(user, possible_book, name, content, rating):
@@ -50,13 +51,9 @@ def create_tag(user, possible_book, name):
     book = get_or_create_book(possible_book)
 
     try:
-        # check for an existing tag with this text
-        tag = models.Tag.objects.get(name=name)
-    except models.Tag.DoesNotExist():
-        # create a new one if there isn't an existing one
-        tag = models.Tag.objects.create(name=name)
-    tag.users.add(user)
-    tag.books.add(book)
+        tag = models.Tag.objects.create(name=name, book=book, user=user)
+    except IntegrityError:
+        return models.Tag.objects.get(name=name, book=book, user=user)
     return tag
 
 
diff --git a/fedireads/templates/book.html b/fedireads/templates/book.html
index b62929453..32508ca1a 100644
--- a/fedireads/templates/book.html
+++ b/fedireads/templates/book.html
@@ -6,18 +6,23 @@
         <div class="book-preview">
             {% include 'snippets/book.html' with book=book size=large rating=rating description=True %}
         </div>
-    </div>
-    <div class="reviews">
-        <h2>Reviews</h2>
-        {% if not reviews %}
-        <p>No reviews yet!</p>
-        {% endif %}
+        <div id="tag-cloud">
+            {% for tag in tags %}
+            {% include 'snippets/tag.html' with tag=tag user=request.user %}
+            {% endfor %}
+        </div>
         <form class="tag-form" name="tag" action="/tag/" method="post">
             {% csrf_token %}
             <input type="hidden" name="book" value="{{ book.openlibrary_key }}"></input>
             {{ tag_form.as_p }}
             <button type="submit">Add tag</button>
         </form>
+    </div>
+    <div class="reviews">
+        <h2>Reviews</h2>
+        {% if not reviews %}
+        <p>No reviews yet!</p>
+        {% endif %}
         <form class="review-form" name="review" action="/review/" method="post">
             {% csrf_token %}
             <input type="hidden" name="book" value="{{ book.openlibrary_key }}"></input>
diff --git a/fedireads/templates/snippets/tag.html b/fedireads/templates/snippets/tag.html
new file mode 100644
index 000000000..c3465b5e4
--- /dev/null
+++ b/fedireads/templates/snippets/tag.html
@@ -0,0 +1,20 @@
+<div class="tag">
+    {{ tag.name }}
+    {% if tag.name in user_tags %}
+    <form class="tag-form" name="tag" action="/untag/" method="post">
+        {% csrf_token %}
+        <input type="hidden" name="book" value="{{ book.openlibrary_key }}"></input>
+        <input type="hidden" name="name" value="{{ tag.name }}"></input>
+        <button type="submit">x</button>
+    </form>
+    {% else %}
+    <form class="tag-form" name="tag" action="/tag/" method="post">
+        {% csrf_token %}
+        <input type="hidden" name="book" value="{{ book.openlibrary_key }}"></input>
+        <input type="hidden" name="name" value="{{ tag.name }}"></input>
+        <button type="submit">+</button>
+    </form>
+    {% endif %}
+</div>
+
+
diff --git a/fedireads/urls.py b/fedireads/urls.py
index fb694461b..1489ac1d3 100644
--- a/fedireads/urls.py
+++ b/fedireads/urls.py
@@ -52,6 +52,7 @@ urlpatterns = [
     # internal action endpoints
     re_path(r'^review/?$', views.review),
     re_path(r'^tag/?$', views.tag),
+    re_path(r'^untag/?$', views.untag),
     re_path(r'^comment/?$', views.comment),
     re_path(r'^favorite/(?P<status_id>\d+)/?$', views.favorite),
     re_path(
diff --git a/fedireads/views.py b/fedireads/views.py
index d0a8161c4..94ba36f9d 100644
--- a/fedireads/views.py
+++ b/fedireads/views.py
@@ -202,12 +202,25 @@ def book_page(request, book_identifier):
     # TODO: again, post privacy?
     reviews = models.Review.objects.filter(book=book)
     rating = reviews.aggregate(Avg('rating'))
+    tags = models.Tag.objects.filter(
+        book=book
+    ).values(
+        'book', 'name'
+    ).distinct().all()
+    user_tags = models.Tag.objects.filter(
+        book=book, user=request.user
+    ).values_list('name', flat=True)
+
     review_form = forms.ReviewForm()
+    tag_form = forms.TagForm()
     data = {
         'book': book,
         'reviews': reviews,
         'rating': rating['rating__avg'],
+        'tags': tags,
+        'user_tags': user_tags,
         'review_form': review_form,
+        'tag_form': tag_form,
     }
     return TemplateResponse(request, 'book.html', data)
 
@@ -276,16 +289,25 @@ def review(request):
 @login_required
 def tag(request):
     ''' tag a book '''
-    form = forms.ReviewForm(request.POST)
+    # I'm not using a form here because sometimes "name" is sent as a hidden
+    # field which doesn't validate
+    name = request.POST.get('name')
     book_identifier = request.POST.get('book')
-    if not form.is_valid():
-        return redirect('/book/%s' % book_identifier)
 
-    name = form.data.get('name')
     outgoing.handle_tag(request.user, book_identifier, name)
     return redirect('/book/%s' % book_identifier)
 
 
+@login_required
+def untag(request):
+    ''' untag a book '''
+    name = request.POST.get('name')
+    book_identifier = request.POST.get('book')
+
+    outgoing.handle_untag(request.user, book_identifier, name)
+    return redirect('/book/%s' % book_identifier)
+
+
 @login_required
 def comment(request):
     ''' respond to a book review '''