diff --git a/backend/leads/csv_import.py b/backend/leads/csv_import.py
index 4c70bf9c..47b509cc 100644
--- a/backend/leads/csv_import.py
+++ b/backend/leads/csv_import.py
@@ -397,7 +397,10 @@ def _get_or_create_tag(name: str, org, cache: dict[str, Tags]) -> Tags:
     # SELECT-then-INSERT race when two imports name the same new tag.
     slug = Tags.slug_for(name)
     if slug not in cache:
-        cache[slug], _ = Tags.objects.get_or_create(
-            slug=slug, org=org, defaults={"name": name}
-        )
+        tag, _ = Tags.objects.get_or_create(slug=slug, org=org, defaults={"name": name})
+        if not tag.is_active:
+            # Same as the tags API: naming an archived tag brings it back.
+            tag.is_active = True
+            tag.save(update_fields=["is_active"])
+        cache[slug] = tag
     return cache[slug]
diff --git a/backend/leads/tests/test_lead_import.py b/backend/leads/tests/test_lead_import.py
index 182b50be..bdaed0d2 100644
--- a/backend/leads/tests/test_lead_import.py
+++ b/backend/leads/tests/test_lead_import.py
@@ -591,3 +591,11 @@ class TestTagSlugs:
         tag = Tags.objects.get(org=org_a)
         assert tag.slug == "trade-show"
         assert set(Lead.objects.values_list("tags", flat=True)) == {tag.id}
+
+    def test_archived_tag_is_reactivated(self, admin_client, org_a):
+        Tags.objects.create(name="VIP", slug="vip", org=org_a, is_active=False)
+        response = _post(admin_client, COMMIT, self._tagged("a@example.com", "VIP"))
+        assert response.status_code == 200, response.json()
+        tag = Lead.objects.get().tags.get()
+        assert tag.is_active
+        assert Tags.objects.filter(org=org_a).count() == 1