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Moving the goalposts (or shifting the goalposts) is a metaphor meaning to change the criterion (goal) of a process or competition while still in progress, in such a way that the new goal offers one side an intentional advantage or disadvantage.
This phrase is a straightforward derivation from sports that use goalposts, such as football. The figurative use alludes to the perceived unfairness in changing the goal one is trying to achieve after the process one is engaged in (e.g. a game of football) has already started. The phrase came into wide use in the UK during the 1980s. The first known attested use is in 1987.
Logical fallacy 
Moving the goalposts, also known as raising the bar, is an informal logically fallacious argument in which evidence presented in response to a specific claim is dismissed and some other (often greater) evidence is demanded.
In other words, after an attempt has been made to score a goal, the goalposts are moved to make the attempt meaningless.
The tactics of bullying behaviour include moving the goalposts by setting objectives which subtly change in ways in ways that cannot be reached.
Feature creep 
Moving the goalposts may also refer to feature creep, in which the completion of a product like software is not acknowledged because an evolving list of required features changes over time, which may require entire remaking of the program. Thus, the goal of "completing" the product for a client may never occur.
Other uses 
The term is often used in business to imply bad faith on the part of those setting goals for others to meet, by arbitrarily making additional demands just as the initial ones are about to be met. Accusations of this form of abuse tend to occur when there are unstated assumptions that are obvious to one party but not to another.
See also