The Talmud discusses how a Torah scholar who conducts himself with integrity in business creates a kiddush Hashem, while one who acts improperly creates a chillul Hashem; it also defines what constitutes chillul Hashem for a person of stature.
אֲבָל מִי שֶׁיֵּשׁ חִילּוּל הַשֵּׁם בְּיָדוֹ — אֵין לוֹ כֹּחַ בִּתְשׁוּבָה לִתְלוֹת וְלֹא בְּיוֹם הַכִּפּוּרִים לְכַפֵּר וְלֹא בְּיִסּוּרִין לְמָרֵק, אֶלָּא כּוּלָּן תּוֹלִין, וּמִיתָה מְמָרֶקֶת, שֶׁנֶּאֱמַר: ״וְנִגְלָה בְאׇזְנָי ה׳ צְבָאוֹת אִם יְכוּפַּר הֶעָוֹן הַזֶּה לָכֶם עַד תְּמוּתוּן״. הֵיכִי דָּמֵי חִילּוּל הַשֵּׁם? אָמַר רַב: כְּגוֹן אֲנָא, אִי שָׁקֵילְנָא בִּישְׂרָא מִטַּבָּחָא וְלָא יָהֵיבְנָא דְּמֵי לְאַלְתַּר. אָמַר אַבָּיֵי: לֹא שָׁנוּ אֶלָּא בְּאַתְרָא דְּלָא תָּבְעִי, אֲבָל בְּאַתְרָא דְּתָבְעִי — לֵית לַן בַּהּ. רַבִּי יוֹחָנָן אָמַר: כְּגוֹן אֲנָא דִּמְסַגֵּינָא אַרְבַּע אַמּוֹת בְּלָא תּוֹרָה וּבְלָא תְּפִילִּין. יִצְחָק דְּבֵי רַבִּי יַנַּאי אָמַר: כׇּל שֶׁחֲבֵירָיו מִתְבַּיְּישִׁין מֵחֲמַת שְׁמוּעָתוֹ (הַיְינוּ חִילּוּל הַשֵּׁם). אָמַר רַב נַחְמָן בַּר יִצְחָק: כְּגוֹן דְּקָא אָמְרִי אִינָשֵׁי: שְׁרָא לֵיהּ מָרֵיהּ לִפְלָנְיָא. אַבָּיֵי אָמַר, כִּדְתַנְיָא: ״וְאָהַבְתָּ אֵת ה׳ אֱלֹהֶיךָ״, שֶׁיְּהֵא שֵׁם שָׁמַיִם מִתְאַהֵב עַל יָדְךָ. שֶׁיְּהֵא קוֹרֵא וְשׁוֹנֶה וּמְשַׁמֵּשׁ תַּלְמִידֵי חֲכָמִים, וִיהֵא מַשָּׂאוֹ וּמַתָּנוֹ בְּנַחַת עִם הַבְּרִיּוֹת, מָה הַבְּרִיּוֹת אוֹמְרוֹת עָלָיו — אַשְׁרֵי אָבִיו שֶׁלִּמְּדוֹ תּוֹרָה, אַשְׁרֵי רַבּוֹ שֶׁלִּמְּדוֹ תּוֹרָה. אוֹי לָהֶם לַבְּרִיּוֹת שֶׁלֹּא לָמְדוּ תּוֹרָה, פְּלוֹנִי שֶׁלִּמְּדוֹ תּוֹרָה — רְאוּ כַּמָּה נָאִים דְּרָכָיו, כַּמָּה מְתוּקָּנִים מַעֲשָׂיו. עָלָיו הַכָּתוּב אוֹמֵר: ״וַיֹּאמֶר לִי עַבְדִּי אָתָּה יִשְׂרָאֵל אֲשֶׁר בְּךָ אֶתְפָּאָר״. אֲבָל מִי שֶׁקּוֹרֵא וְשׁוֹנֶה וּמְשַׁמֵּשׁ תַּלְמִידֵי חֲכָמִים, וְאֵין מַשָּׂאוֹ וּמַתָּנוֹ בֶּאֱמוּנָה, וְאֵין דִּבּוּרוֹ בְּנַחַת עִם הַבְּרִיּוֹת, מָה הַבְּרִיּוֹת אוֹמְרוֹת עָלָיו — אוֹי לוֹ לִפְלוֹנִי שֶׁלָּמַד תּוֹרָה. אוֹי לוֹ לְאָבִיו שֶׁלִּמְּדוֹ תּוֹרָה, אוֹי לוֹ לְרַבּוֹ שֶׁלִּמְּדוֹ תּוֹרָה. פְּלוֹנִי שֶׁלָּמַד תּוֹרָה — רְאוּ כַּמָּה מְקוּלְקָלִין מַעֲשָׂיו וְכַמָּה מְכוֹעָרִין דְּרָכָיו, וְעָלָיו הַכָּתוּב אוֹמֵר: ״בֶּאֱמוֹר לָהֶם עַם ה׳ אֵלֶּה וּמֵאַרְצוֹ יָצָאוּ״.
But in the case of one who has caused desecration of God’s name, his repentance has no power to suspend punishment, nor does Yom Kippur have power to atone for his sin, nor does suffering alone have power to absolve him. Rather, all these suspend punishment, and death absolves him, as it is stated: “And the Lord of Hosts revealed Himself to my ears: This iniquity shall not be atoned for until you die” (Isaiah 22:14). § The Gemara asks: What are the circumstances that cause desecration of God’s name? Rav said: For example, in the case of someone like me, since I am an important public figure, if I take meat from a butcher and do not give him money immediately, people are likely to think that I did not mean to pay at all. They would consider me a thief and learn from my behavior that one is permitted to steal. Abaye said: They taught this statement of Rav only in a place where they do not ask for the money, where it is not customary for the butcher himself to come and collect payment from the customer. When the customer does not pay immediately, people may suspect him of theft. But in a place where they ask for the money from the customer some time later, we have no problem with doing this. Since everyone understands he is buying on credit, he is not desecrating God’s name. Rabbi Yoḥanan said: What is an example of desecration of God’s name? For example, someone like me, if I would walk four cubits without Torah and without phylacteries, and the onlookers did not know that it is only on account of my body’s weakness, that would be a desecration of God’s name. Yitzḥak from the school of Rabbi Yannai said: Any case when one’s friends are embarrassed on account of his reputation, meaning his friends are embarrassed due to things they hear about him, this is a desecration of God’s name. Rav Naḥman bar Yitzḥak said: One creates a profanation of God’s name, for example, when people say about him: May his Master forgive so-and-so for the sins he has done. Abaye said: As it was taught in a baraita that it is stated: “And you shall love the Lord your God” (Deuteronomy 6:5), which means that you shall make the name of Heaven beloved. How should one do so? One should do so in that he should read Torah, and learn Mishna, and serve Torah scholars, and he should be pleasant with people in his business transactions. What do people say about such a person? Fortunate is his father who taught him Torah, fortunate is his teacher who taught him Torah, woe to the people who have not studied Torah. So-and-so, who taught him Torah, see how pleasant are his ways, how proper are his deeds. The verse states about him and others like him: “You are My servant, Israel, in whom I will be glorified” (Isaiah 49:3). But one who reads Torah, and learns Mishna, and serves Torah scholars, but his business practices are not done faithfully, and he does not speak pleasantly with other people, what do people say about him? Woe to so-and-so who studied Torah, woe to his father who taught him Torah, woe to his teacher who taught him Torah. So-and-so who studied Torah, see how destructive are his deeds, and how ugly are his ways. About him and others like him the verse states that the gentiles will say: “Men said of them: These are the people of the Lord, yet they had to leave His land” (Ezekiel 36:20). Through their sins and subsequent exile, such people have desecrated the name of God.