diff --git a/src/meshcore_hub/api/routes/advertisements.py b/src/meshcore_hub/api/routes/advertisements.py
index e36974b..ae6e487 100644
--- a/src/meshcore_hub/api/routes/advertisements.py
+++ b/src/meshcore_hub/api/routes/advertisements.py
@@ -19,12 +19,12 @@ from meshcore_hub.common.schemas.messages import (
 router = APIRouter()
 
 
-def _get_friendly_name(node: Optional[Node]) -> Optional[str]:
-    """Extract friendly_name tag from a node's tags."""
+def _get_tag_name(node: Optional[Node]) -> Optional[str]:
+    """Extract name tag from a node's tags."""
     if not node or not node.tags:
         return None
     for tag in node.tags:
-        if tag.key == "friendly_name":
+        if tag.key == "name":
             return tag.value
     return None
 
@@ -57,15 +57,15 @@ def _fetch_receivers_for_events(
     receivers_by_hash: dict[str, list[ReceiverInfo]] = {}
 
     node_ids = [r.node_id for r in results]
-    friendly_names: dict[str, str] = {}
+    tag_names: dict[str, str] = {}
     if node_ids:
-        fn_query = (
+        tag_query = (
             select(NodeTag.node_id, NodeTag.value)
             .where(NodeTag.node_id.in_(node_ids))
-            .where(NodeTag.key == "friendly_name")
+            .where(NodeTag.key == "name")
         )
-        for node_id, value in session.execute(fn_query).all():
-            friendly_names[node_id] = value
+        for node_id, value in session.execute(tag_query).all():
+            tag_names[node_id] = value
 
     for row in results:
         if row.event_hash not in receivers_by_hash:
@@ -76,7 +76,7 @@ def _fetch_receivers_for_events(
                 node_id=row.node_id,
                 public_key=row.public_key,
                 name=row.name,
-                friendly_name=friendly_names.get(row.node_id),
+                tag_name=tag_names.get(row.node_id),
                 snr=row.snr,
                 received_at=row.received_at,
             )
@@ -173,11 +173,11 @@ async def list_advertisements(
         data = {
             "received_by": row.receiver_pk,
             "receiver_name": row.receiver_name,
-            "receiver_friendly_name": _get_friendly_name(receiver_node),
+            "receiver_tag_name": _get_tag_name(receiver_node),
             "public_key": adv.public_key,
             "name": adv.name,
             "node_name": row.source_name,
-            "node_friendly_name": _get_friendly_name(source_node),
+            "node_tag_name": _get_tag_name(source_node),
             "adv_type": adv.adv_type or row.source_adv_type,
             "flags": adv.flags,
             "received_at": adv.received_at,
@@ -255,11 +255,11 @@ async def get_advertisement(
     data = {
         "received_by": result.receiver_pk,
         "receiver_name": result.receiver_name,
-        "receiver_friendly_name": _get_friendly_name(receiver_node),
+        "receiver_tag_name": _get_tag_name(receiver_node),
         "public_key": adv.public_key,
         "name": adv.name,
         "node_name": result.source_name,
-        "node_friendly_name": _get_friendly_name(source_node),
+        "node_tag_name": _get_tag_name(source_node),
         "adv_type": adv.adv_type or result.source_adv_type,
         "flags": adv.flags,
         "received_at": adv.received_at,
diff --git a/src/meshcore_hub/api/routes/dashboard.py b/src/meshcore_hub/api/routes/dashboard.py
index 9afecdb..621d576 100644
--- a/src/meshcore_hub/api/routes/dashboard.py
+++ b/src/meshcore_hub/api/routes/dashboard.py
@@ -82,11 +82,11 @@ async def get_stats(
         .all()
     )
 
-    # Get node names, adv_types, and friendly_name tags for the advertised nodes
+    # Get node names, adv_types, and name tags for the advertised nodes
     ad_public_keys = [ad.public_key for ad in recent_ads]
     node_names: dict[str, str] = {}
     node_adv_types: dict[str, str] = {}
-    friendly_names: dict[str, str] = {}
+    tag_names: dict[str, str] = {}
     if ad_public_keys:
         # Get node names and adv_types from Node table
         node_query = select(Node.public_key, Node.name, Node.adv_type).where(
@@ -98,21 +98,21 @@ async def get_stats(
             if adv_type:
                 node_adv_types[public_key] = adv_type
 
-        # Get friendly_name tags
-        friendly_name_query = (
+        # Get name tags
+        tag_name_query = (
             select(Node.public_key, NodeTag.value)
             .join(NodeTag, Node.id == NodeTag.node_id)
             .where(Node.public_key.in_(ad_public_keys))
-            .where(NodeTag.key == "friendly_name")
+            .where(NodeTag.key == "name")
         )
-        for public_key, value in session.execute(friendly_name_query).all():
-            friendly_names[public_key] = value
+        for public_key, value in session.execute(tag_name_query).all():
+            tag_names[public_key] = value
 
     recent_advertisements = [
         RecentAdvertisement(
             public_key=ad.public_key,
             name=ad.name or node_names.get(ad.public_key),
-            friendly_name=friendly_names.get(ad.public_key),
+            tag_name=tag_names.get(ad.public_key),
             adv_type=ad.adv_type or node_adv_types.get(ad.public_key),
             received_at=ad.received_at,
         )
@@ -146,7 +146,7 @@ async def get_stats(
         # Look up sender names for these messages
         msg_prefixes = [m.pubkey_prefix for m in channel_msgs if m.pubkey_prefix]
         msg_sender_names: dict[str, str] = {}
-        msg_friendly_names: dict[str, str] = {}
+        msg_tag_names: dict[str, str] = {}
         if msg_prefixes:
             for prefix in set(msg_prefixes):
                 sender_node_query = select(Node.public_key, Node.name).where(
@@ -156,14 +156,14 @@ async def get_stats(
                     if name:
                         msg_sender_names[public_key[:12]] = name
 
-                sender_friendly_query = (
+                sender_tag_query = (
                     select(Node.public_key, NodeTag.value)
                     .join(NodeTag, Node.id == NodeTag.node_id)
                     .where(Node.public_key.startswith(prefix))
-                    .where(NodeTag.key == "friendly_name")
+                    .where(NodeTag.key == "name")
                 )
-                for public_key, value in session.execute(sender_friendly_query).all():
-                    msg_friendly_names[public_key[:12]] = value
+                for public_key, value in session.execute(sender_tag_query).all():
+                    msg_tag_names[public_key[:12]] = value
 
         channel_messages[int(channel_idx)] = [
             ChannelMessage(
@@ -171,8 +171,8 @@ async def get_stats(
                 sender_name=(
                     msg_sender_names.get(m.pubkey_prefix) if m.pubkey_prefix else None
                 ),
-                sender_friendly_name=(
-                    msg_friendly_names.get(m.pubkey_prefix) if m.pubkey_prefix else None
+                sender_tag_name=(
+                    msg_tag_names.get(m.pubkey_prefix) if m.pubkey_prefix else None
                 ),
                 pubkey_prefix=m.pubkey_prefix,
                 received_at=m.received_at,
diff --git a/src/meshcore_hub/api/routes/members.py b/src/meshcore_hub/api/routes/members.py
index 809aff7..f817afd 100644
--- a/src/meshcore_hub/api/routes/members.py
+++ b/src/meshcore_hub/api/routes/members.py
@@ -41,7 +41,7 @@ def _enrich_member_nodes(
                 updated_at=mn.updated_at,
                 node_name=info.get("name"),
                 node_adv_type=info.get("adv_type"),
-                friendly_name=info.get("friendly_name"),
+                tag_name=info.get("tag_name"),
             )
         )
     return enriched_nodes
@@ -100,15 +100,15 @@ async def list_members(
         )
         nodes = session.execute(node_query).scalars().all()
         for node in nodes:
-            friendly_name = None
+            tag_name = None
             for tag in node.tags:
-                if tag.key == "friendly_name":
-                    friendly_name = tag.value
+                if tag.key == "name":
+                    tag_name = tag.value
                     break
             node_info[node.public_key] = {
                 "name": node.name,
                 "adv_type": node.adv_type,
-                "friendly_name": friendly_name,
+                "tag_name": tag_name,
             }
 
     return MemberList(
@@ -145,15 +145,15 @@ async def get_member(
         )
         nodes = session.execute(node_query).scalars().all()
         for node in nodes:
-            friendly_name = None
+            tag_name = None
             for tag in node.tags:
-                if tag.key == "friendly_name":
-                    friendly_name = tag.value
+                if tag.key == "name":
+                    tag_name = tag.value
                     break
             node_info[node.public_key] = {
                 "name": node.name,
                 "adv_type": node.adv_type,
-                "friendly_name": friendly_name,
+                "tag_name": tag_name,
             }
 
     return _member_to_read(member, node_info)
diff --git a/src/meshcore_hub/api/routes/messages.py b/src/meshcore_hub/api/routes/messages.py
index 811ad53..d4a2e45 100644
--- a/src/meshcore_hub/api/routes/messages.py
+++ b/src/meshcore_hub/api/routes/messages.py
@@ -15,12 +15,12 @@ from meshcore_hub.common.schemas.messages import MessageList, MessageRead, Recei
 router = APIRouter()
 
 
-def _get_friendly_name(node: Optional[Node]) -> Optional[str]:
-    """Extract friendly_name tag from a node's tags."""
+def _get_tag_name(node: Optional[Node]) -> Optional[str]:
+    """Extract name tag from a node's tags."""
     if not node or not node.tags:
         return None
     for tag in node.tags:
-        if tag.key == "friendly_name":
+        if tag.key == "name":
             return tag.value
     return None
 
@@ -64,17 +64,17 @@ def _fetch_receivers_for_events(
     # Group by event_hash
     receivers_by_hash: dict[str, list[ReceiverInfo]] = {}
 
-    # Get friendly names for receiver nodes
+    # Get tag names for receiver nodes
     node_ids = [r.node_id for r in results]
-    friendly_names: dict[str, str] = {}
+    tag_names: dict[str, str] = {}
     if node_ids:
-        fn_query = (
+        tag_query = (
             select(NodeTag.node_id, NodeTag.value)
             .where(NodeTag.node_id.in_(node_ids))
-            .where(NodeTag.key == "friendly_name")
+            .where(NodeTag.key == "name")
         )
-        for node_id, value in session.execute(fn_query).all():
-            friendly_names[node_id] = value
+        for node_id, value in session.execute(tag_query).all():
+            tag_names[node_id] = value
 
     for row in results:
         if row.event_hash not in receivers_by_hash:
@@ -85,7 +85,7 @@ def _fetch_receivers_for_events(
                 node_id=row.node_id,
                 public_key=row.public_key,
                 name=row.name,
-                friendly_name=friendly_names.get(row.node_id),
+                tag_name=tag_names.get(row.node_id),
                 snr=row.snr,
                 received_at=row.received_at,
             )
@@ -153,10 +153,10 @@ async def list_messages(
     # Execute
     results = session.execute(query).all()
 
-    # Look up sender names and friendly_names for senders with pubkey_prefix
+    # Look up sender names and tag names for senders with pubkey_prefix
     pubkey_prefixes = [r[0].pubkey_prefix for r in results if r[0].pubkey_prefix]
     sender_names: dict[str, str] = {}
-    friendly_names: dict[str, str] = {}
+    sender_tag_names: dict[str, str] = {}
     if pubkey_prefixes:
         # Find nodes whose public_key starts with any of these prefixes
         for prefix in set(pubkey_prefixes):
@@ -168,15 +168,15 @@ async def list_messages(
                 if name:
                     sender_names[public_key[:12]] = name
 
-            # Get friendly_name tag
-            friendly_name_query = (
+            # Get name tag
+            tag_name_query = (
                 select(Node.public_key, NodeTag.value)
                 .join(NodeTag, Node.id == NodeTag.node_id)
                 .where(Node.public_key.startswith(prefix))
-                .where(NodeTag.key == "friendly_name")
+                .where(NodeTag.key == "name")
             )
-            for public_key, value in session.execute(friendly_name_query).all():
-                friendly_names[public_key[:12]] = value
+            for public_key, value in session.execute(tag_name_query).all():
+                sender_tag_names[public_key[:12]] = value
 
     # Collect receiver node IDs to fetch tags
     receiver_ids = set()
@@ -214,14 +214,14 @@ async def list_messages(
             "receiver_node_id": m.receiver_node_id,
             "received_by": receiver_pk,
             "receiver_name": receiver_name,
-            "receiver_friendly_name": _get_friendly_name(receiver_node),
+            "receiver_tag_name": _get_tag_name(receiver_node),
             "message_type": m.message_type,
             "pubkey_prefix": m.pubkey_prefix,
             "sender_name": (
                 sender_names.get(m.pubkey_prefix) if m.pubkey_prefix else None
             ),
-            "sender_friendly_name": (
-                friendly_names.get(m.pubkey_prefix) if m.pubkey_prefix else None
+            "sender_tag_name": (
+                sender_tag_names.get(m.pubkey_prefix) if m.pubkey_prefix else None
             ),
             "channel_idx": m.channel_idx,
             "text": m.text,
diff --git a/src/meshcore_hub/collector/cli.py b/src/meshcore_hub/collector/cli.py
index 6de7bc9..9a61e14 100644
--- a/src/meshcore_hub/collector/cli.py
+++ b/src/meshcore_hub/collector/cli.py
@@ -383,8 +383,11 @@ def _run_seed_import(
             file_path=str(node_tags_file),
             db=db,
             create_nodes=create_nodes,
+            clear_existing=True,
         )
         if verbose:
+            if stats["deleted"]:
+                click.echo(f"  Deleted {stats['deleted']} existing tags")
             click.echo(
                 f"  Tags: {stats['created']} created, {stats['updated']} updated"
             )
@@ -428,16 +431,24 @@ def _run_seed_import(
     default=False,
     help="Skip tags for nodes that don't exist (default: create nodes)",
 )
+@click.option(
+    "--clear-existing",
+    is_flag=True,
+    default=False,
+    help="Delete all existing tags before importing",
+)
 @click.pass_context
 def import_tags_cmd(
     ctx: click.Context,
     file: str | None,
     no_create_nodes: bool,
+    clear_existing: bool,
 ) -> None:
     """Import node tags from a YAML file.
 
     Reads a YAML file containing tag definitions and upserts them
-    into the database. Existing tags are updated, new tags are created.
+    into the database. By default, existing tags are updated and new tags are created.
+    Use --clear-existing to delete all tags before importing.
 
     FILE is the path to the YAML file containing tags.
     If not provided, defaults to {SEED_HOME}/node_tags.yaml.
@@ -492,11 +503,14 @@ def import_tags_cmd(
         file_path=tags_file,
         db=db,
         create_nodes=not no_create_nodes,
+        clear_existing=clear_existing,
     )
 
     # Report results
     click.echo("")
     click.echo("Import complete:")
+    if stats["deleted"]:
+        click.echo(f"  Tags deleted: {stats['deleted']}")
     click.echo(f"  Total tags in file: {stats['total']}")
     click.echo(f"  Tags created: {stats['created']}")
     click.echo(f"  Tags updated: {stats['updated']}")
diff --git a/src/meshcore_hub/collector/tag_import.py b/src/meshcore_hub/collector/tag_import.py
index 9c1d68e..a3f7ef7 100644
--- a/src/meshcore_hub/collector/tag_import.py
+++ b/src/meshcore_hub/collector/tag_import.py
@@ -7,7 +7,7 @@ from typing import Any
 
 import yaml
 from pydantic import BaseModel, Field, model_validator
-from sqlalchemy import select
+from sqlalchemy import delete, func, select
 
 from meshcore_hub.common.database import DatabaseManager
 from meshcore_hub.common.models import Node, NodeTag
@@ -151,16 +151,19 @@ def import_tags(
     file_path: str | Path,
     db: DatabaseManager,
     create_nodes: bool = True,
+    clear_existing: bool = False,
 ) -> dict[str, Any]:
     """Import tags from a YAML file into the database.
 
     Performs upsert operations - existing tags are updated, new tags are created.
+    Optionally clears all existing tags before import.
 
     Args:
         file_path: Path to the tags YAML file
         db: Database manager instance
         create_nodes: If True, create nodes that don't exist. If False, skip tags
                      for non-existent nodes.
+        clear_existing: If True, delete all existing tags before importing.
 
     Returns:
         Dictionary with import statistics:
@@ -169,6 +172,7 @@ def import_tags(
         - updated: Number of existing tags updated
         - skipped: Number of tags skipped (node not found and create_nodes=False)
         - nodes_created: Number of new nodes created
+        - deleted: Number of existing tags deleted (if clear_existing=True)
         - errors: List of error messages
     """
     stats: dict[str, Any] = {
@@ -177,6 +181,7 @@ def import_tags(
         "updated": 0,
         "skipped": 0,
         "nodes_created": 0,
+        "deleted": 0,
         "errors": [],
     }
 
@@ -194,6 +199,15 @@ def import_tags(
     now = datetime.now(timezone.utc)
 
     with db.session_scope() as session:
+        # Clear all existing tags if requested
+        if clear_existing:
+            delete_count = (
+                session.execute(select(func.count()).select_from(NodeTag)).scalar() or 0
+            )
+            session.execute(delete(NodeTag))
+            stats["deleted"] = delete_count
+            logger.info(f"Deleted {delete_count} existing tags")
+
         # Cache nodes by public_key to reduce queries
         node_cache: dict[str, Node] = {}
 
@@ -232,24 +246,8 @@ def import_tags(
                         tag_value = tag_data.get("value")
                         tag_type = tag_data.get("type", "string")
 
-                        # Find or create tag
-                        tag_query = select(NodeTag).where(
-                            NodeTag.node_id == node.id,
-                            NodeTag.key == tag_key,
-                        )
-                        existing_tag = session.execute(tag_query).scalar_one_or_none()
-
-                        if existing_tag:
-                            # Update existing tag
-                            existing_tag.value = tag_value
-                            existing_tag.value_type = tag_type
-                            stats["updated"] += 1
-                            logger.debug(
-                                f"Updated tag {tag_key}={tag_value} "
-                                f"for {public_key[:12]}..."
-                            )
-                        else:
-                            # Create new tag
+                        if clear_existing:
+                            # When clearing, always create new tags
                             new_tag = NodeTag(
                                 node_id=node.id,
                                 key=tag_key,
@@ -262,6 +260,39 @@ def import_tags(
                                 f"Created tag {tag_key}={tag_value} "
                                 f"for {public_key[:12]}..."
                             )
+                        else:
+                            # Find or create tag
+                            tag_query = select(NodeTag).where(
+                                NodeTag.node_id == node.id,
+                                NodeTag.key == tag_key,
+                            )
+                            existing_tag = session.execute(
+                                tag_query
+                            ).scalar_one_or_none()
+
+                            if existing_tag:
+                                # Update existing tag
+                                existing_tag.value = tag_value
+                                existing_tag.value_type = tag_type
+                                stats["updated"] += 1
+                                logger.debug(
+                                    f"Updated tag {tag_key}={tag_value} "
+                                    f"for {public_key[:12]}..."
+                                )
+                            else:
+                                # Create new tag
+                                new_tag = NodeTag(
+                                    node_id=node.id,
+                                    key=tag_key,
+                                    value=tag_value,
+                                    value_type=tag_type,
+                                )
+                                session.add(new_tag)
+                                stats["created"] += 1
+                                logger.debug(
+                                    f"Created tag {tag_key}={tag_value} "
+                                    f"for {public_key[:12]}..."
+                                )
 
                     except Exception as e:
                         error_msg = f"Error processing tag {tag_key} for {public_key[:12]}...: {e}"
diff --git a/src/meshcore_hub/common/schemas/members.py b/src/meshcore_hub/common/schemas/members.py
index 28bf660..1748f28 100644
--- a/src/meshcore_hub/common/schemas/members.py
+++ b/src/meshcore_hub/common/schemas/members.py
@@ -35,9 +35,7 @@ class MemberNodeRead(BaseModel):
     node_adv_type: Optional[str] = Field(
         default=None, description="Node's advertisement type"
     )
-    friendly_name: Optional[str] = Field(
-        default=None, description="Node's friendly name tag"
-    )
+    tag_name: Optional[str] = Field(default=None, description="Node's name tag")
 
     class Config:
         from_attributes = True
diff --git a/src/meshcore_hub/common/schemas/messages.py b/src/meshcore_hub/common/schemas/messages.py
index c19a876..72ef361 100644
--- a/src/meshcore_hub/common/schemas/messages.py
+++ b/src/meshcore_hub/common/schemas/messages.py
@@ -12,9 +12,7 @@ class ReceiverInfo(BaseModel):
     node_id: str = Field(..., description="Receiver node UUID")
     public_key: str = Field(..., description="Receiver node public key")
     name: Optional[str] = Field(default=None, description="Receiver node name")
-    friendly_name: Optional[str] = Field(
-        default=None, description="Receiver friendly name from tags"
-    )
+    tag_name: Optional[str] = Field(default=None, description="Receiver name from tags")
     snr: Optional[float] = Field(
         default=None, description="Signal-to-noise ratio at this receiver"
     )
@@ -31,8 +29,8 @@ class MessageRead(BaseModel):
         default=None, description="Receiving interface node public key"
     )
     receiver_name: Optional[str] = Field(default=None, description="Receiver node name")
-    receiver_friendly_name: Optional[str] = Field(
-        default=None, description="Receiver friendly name from tags"
+    receiver_tag_name: Optional[str] = Field(
+        default=None, description="Receiver name from tags"
     )
     message_type: str = Field(..., description="Message type (contact, channel)")
     pubkey_prefix: Optional[str] = Field(
@@ -41,8 +39,8 @@ class MessageRead(BaseModel):
     sender_name: Optional[str] = Field(
         default=None, description="Sender's advertised node name"
     )
-    sender_friendly_name: Optional[str] = Field(
-        default=None, description="Sender's friendly name from node tags"
+    sender_tag_name: Optional[str] = Field(
+        default=None, description="Sender's name from node tags"
     )
     channel_idx: Optional[int] = Field(default=None, description="Channel index")
     text: str = Field(..., description="Message content")
@@ -110,16 +108,16 @@ class AdvertisementRead(BaseModel):
         default=None, description="Receiving interface node public key"
     )
     receiver_name: Optional[str] = Field(default=None, description="Receiver node name")
-    receiver_friendly_name: Optional[str] = Field(
-        default=None, description="Receiver friendly name from tags"
+    receiver_tag_name: Optional[str] = Field(
+        default=None, description="Receiver name from tags"
     )
     public_key: str = Field(..., description="Advertised public key")
     name: Optional[str] = Field(default=None, description="Advertised name")
     node_name: Optional[str] = Field(
         default=None, description="Node name from nodes table"
     )
-    node_friendly_name: Optional[str] = Field(
-        default=None, description="Node friendly name from tags"
+    node_tag_name: Optional[str] = Field(
+        default=None, description="Node name from tags"
     )
     adv_type: Optional[str] = Field(default=None, description="Node type")
     flags: Optional[int] = Field(default=None, description="Capability flags")
@@ -215,7 +213,7 @@ class RecentAdvertisement(BaseModel):
 
     public_key: str = Field(..., description="Node public key")
     name: Optional[str] = Field(default=None, description="Node name")
-    friendly_name: Optional[str] = Field(default=None, description="Friendly name tag")
+    tag_name: Optional[str] = Field(default=None, description="Name tag")
     adv_type: Optional[str] = Field(default=None, description="Node type")
     received_at: datetime = Field(..., description="When received")
 
@@ -225,8 +223,8 @@ class ChannelMessage(BaseModel):
 
     text: str = Field(..., description="Message text")
     sender_name: Optional[str] = Field(default=None, description="Sender name")
-    sender_friendly_name: Optional[str] = Field(
-        default=None, description="Sender friendly name"
+    sender_tag_name: Optional[str] = Field(
+        default=None, description="Sender name from tags"
     )
     pubkey_prefix: Optional[str] = Field(
         default=None, description="Sender public key prefix"
diff --git a/src/meshcore_hub/web/templates/advertisements.html b/src/meshcore_hub/web/templates/advertisements.html
index 724f5f2..b750431 100644
--- a/src/meshcore_hub/web/templates/advertisements.html
+++ b/src/meshcore_hub/web/templates/advertisements.html
@@ -49,8 +49,8 @@
             <tr class="hover">
                 <td>
                     <a href="/nodes/{{ ad.public_key }}" class="link link-hover">
-                        {% if ad.node_friendly_name or ad.node_name or ad.name %}
-                        <div class="font-medium">{{ ad.node_friendly_name or ad.node_name or ad.name }}</div>
+                        {% if ad.node_tag_name or ad.node_name or ad.name %}
+                        <div class="font-medium">{{ ad.node_tag_name or ad.node_name or ad.name }}</div>
                         <div class="text-xs font-mono opacity-70">{{ ad.public_key[:16] }}...</div>
                         {% else %}
                         <span class="font-mono text-sm">{{ ad.public_key[:16] }}...</span>
@@ -80,7 +80,7 @@
                             {% for recv in ad.receivers %}
                             <li>
                                 <a href="/nodes/{{ recv.public_key }}" class="text-sm">
-                                    {{ recv.friendly_name or recv.name or recv.public_key[:12] + '...' }}
+                                    {{ recv.tag_name or recv.name or recv.public_key[:12] + '...' }}
                                 </a>
                             </li>
                             {% endfor %}
@@ -88,8 +88,8 @@
                     </div>
                     {% elif ad.receivers and ad.receivers|length == 1 %}
                     <a href="/nodes/{{ ad.receivers[0].public_key }}" class="link link-hover">
-                        {% if ad.receivers[0].friendly_name or ad.receivers[0].name %}
-                        <div class="font-medium">{{ ad.receivers[0].friendly_name or ad.receivers[0].name }}</div>
+                        {% if ad.receivers[0].tag_name or ad.receivers[0].name %}
+                        <div class="font-medium">{{ ad.receivers[0].tag_name or ad.receivers[0].name }}</div>
                         <div class="text-xs font-mono opacity-70">{{ ad.receivers[0].public_key[:16] }}...</div>
                         {% else %}
                         <span class="font-mono text-sm">{{ ad.receivers[0].public_key[:16] }}...</span>
@@ -97,8 +97,8 @@
                     </a>
                     {% elif ad.received_by %}
                     <a href="/nodes/{{ ad.received_by }}" class="link link-hover">
-                        {% if ad.receiver_friendly_name or ad.receiver_name %}
-                        <div class="font-medium">{{ ad.receiver_friendly_name or ad.receiver_name }}</div>
+                        {% if ad.receiver_tag_name or ad.receiver_name %}
+                        <div class="font-medium">{{ ad.receiver_tag_name or ad.receiver_name }}</div>
                         <div class="text-xs font-mono opacity-70">{{ ad.received_by[:16] }}...</div>
                         {% else %}
                         <span class="font-mono text-sm">{{ ad.received_by[:16] }}...</span>
diff --git a/src/meshcore_hub/web/templates/messages.html b/src/meshcore_hub/web/templates/messages.html
index cfd2555..008767f 100644
--- a/src/meshcore_hub/web/templates/messages.html
+++ b/src/meshcore_hub/web/templates/messages.html
@@ -78,8 +78,8 @@
                     {% if msg.message_type == 'channel' %}
                     <span class="font-mono">CH{{ msg.channel_idx }}</span>
                     {% else %}
-                        {% if msg.sender_friendly_name or msg.sender_name %}
-                        <span class="font-medium">{{ msg.sender_friendly_name or msg.sender_name }}</span>
+                        {% if msg.sender_tag_name or msg.sender_name %}
+                        <span class="font-medium">{{ msg.sender_tag_name or msg.sender_name }}</span>
                         {% else %}
                         <span class="font-mono text-xs">{{ (msg.pubkey_prefix or '-')[:12] }}</span>
                         {% endif %}
@@ -96,7 +96,7 @@
                             {% for recv in msg.receivers %}
                             <li>
                                 <a href="/nodes/{{ recv.public_key }}" class="text-sm">
-                                    <span class="flex-1">{{ recv.friendly_name or recv.name or recv.public_key[:12] + '...' }}</span>
+                                    <span class="flex-1">{{ recv.tag_name or recv.name or recv.public_key[:12] + '...' }}</span>
                                     {% if recv.snr is not none %}
                                     <span class="badge badge-ghost badge-xs">{{ "%.1f"|format(recv.snr) }}</span>
                                     {% endif %}
@@ -107,8 +107,8 @@
                     </div>
                     {% elif msg.receivers and msg.receivers|length == 1 %}
                     <a href="/nodes/{{ msg.receivers[0].public_key }}" class="link link-hover">
-                        {% if msg.receivers[0].friendly_name or msg.receivers[0].name %}
-                        <div class="font-medium">{{ msg.receivers[0].friendly_name or msg.receivers[0].name }}</div>
+                        {% if msg.receivers[0].tag_name or msg.receivers[0].name %}
+                        <div class="font-medium">{{ msg.receivers[0].tag_name or msg.receivers[0].name }}</div>
                         <div class="text-xs font-mono opacity-70">{{ msg.receivers[0].public_key[:16] }}...</div>
                         {% else %}
                         <span class="font-mono text-sm">{{ msg.receivers[0].public_key[:16] }}...</span>
@@ -116,8 +116,8 @@
                     </a>
                     {% elif msg.received_by %}
                     <a href="/nodes/{{ msg.received_by }}" class="link link-hover">
-                        {% if msg.receiver_friendly_name or msg.receiver_name %}
-                        <div class="font-medium">{{ msg.receiver_friendly_name or msg.receiver_name }}</div>
+                        {% if msg.receiver_tag_name or msg.receiver_name %}
+                        <div class="font-medium">{{ msg.receiver_tag_name or msg.receiver_name }}</div>
                         <div class="text-xs font-mono opacity-70">{{ msg.received_by[:16] }}...</div>
                         {% else %}
                         <span class="font-mono text-sm">{{ msg.received_by[:16] }}...</span>
diff --git a/src/meshcore_hub/web/templates/node_detail.html b/src/meshcore_hub/web/templates/node_detail.html
index ca08a53..02b8326 100644
--- a/src/meshcore_hub/web/templates/node_detail.html
+++ b/src/meshcore_hub/web/templates/node_detail.html
@@ -8,13 +8,13 @@
         <li><a href="/">Home</a></li>
         <li><a href="/nodes">Nodes</a></li>
         {% if node %}
-        {% set ns = namespace(friendly_name=none) %}
+        {% set ns = namespace(tag_name=none) %}
         {% for tag in node.tags or [] %}
-            {% if tag.key == 'friendly_name' %}
-                {% set ns.friendly_name = tag.value %}
+            {% if tag.key == 'name' %}
+                {% set ns.tag_name = tag.value %}
             {% endif %}
         {% endfor %}
-        <li>{{ ns.friendly_name or node.name or public_key[:12] + '...' }}</li>
+        <li>{{ ns.tag_name or node.name or public_key[:12] + '...' }}</li>
         {% else %}
         <li>Not Found</li>
         {% endif %}
@@ -31,17 +31,17 @@
 {% endif %}
 
 {% if node %}
-{% set ns = namespace(friendly_name=none) %}
+{% set ns = namespace(tag_name=none) %}
 {% for tag in node.tags or [] %}
-    {% if tag.key == 'friendly_name' %}
-        {% set ns.friendly_name = tag.value %}
+    {% if tag.key == 'name' %}
+        {% set ns.tag_name = tag.value %}
     {% endif %}
 {% endfor %}
 <!-- Node Info Card -->
 <div class="card bg-base-100 shadow-xl mb-6">
     <div class="card-body">
         <h1 class="card-title text-2xl">
-            {{ ns.friendly_name or node.name or 'Unnamed Node' }}
+            {{ ns.tag_name or node.name or 'Unnamed Node' }}
             {% if node.adv_type %}
             <span class="badge badge-secondary">{{ node.adv_type }}</span>
             {% endif %}
@@ -125,8 +125,8 @@
                             <td>
                                 {% if adv.received_by %}
                                 <a href="/nodes/{{ adv.received_by }}" class="link link-hover">
-                                    {% if adv.receiver_friendly_name or adv.receiver_name %}
-                                    <div class="font-medium text-sm">{{ adv.receiver_friendly_name or adv.receiver_name }}</div>
+                                    {% if adv.receiver_tag_name or adv.receiver_name %}
+                                    <div class="font-medium text-sm">{{ adv.receiver_tag_name or adv.receiver_name }}</div>
                                     <div class="text-xs font-mono opacity-70">{{ adv.received_by[:16] }}...</div>
                                     {% else %}
                                     <span class="font-mono text-xs">{{ adv.received_by[:16] }}...</span>
@@ -175,8 +175,8 @@
                             <td>
                                 {% if tel.received_by %}
                                 <a href="/nodes/{{ tel.received_by }}" class="link link-hover">
-                                    {% if tel.receiver_friendly_name or tel.receiver_name %}
-                                    <div class="font-medium text-sm">{{ tel.receiver_friendly_name or tel.receiver_name }}</div>
+                                    {% if tel.receiver_tag_name or tel.receiver_name %}
+                                    <div class="font-medium text-sm">{{ tel.receiver_tag_name or tel.receiver_name }}</div>
                                     <div class="text-xs font-mono opacity-70">{{ tel.received_by[:16] }}...</div>
                                     {% else %}
                                     <span class="font-mono text-xs">{{ tel.received_by[:16] }}...</span>
diff --git a/src/meshcore_hub/web/templates/nodes.html b/src/meshcore_hub/web/templates/nodes.html
index 1636fca..7221f5f 100644
--- a/src/meshcore_hub/web/templates/nodes.html
+++ b/src/meshcore_hub/web/templates/nodes.html
@@ -57,17 +57,17 @@
         </thead>
         <tbody>
             {% for node in nodes %}
-            {% set ns = namespace(friendly_name=none) %}
+            {% set ns = namespace(tag_name=none) %}
             {% for tag in node.tags or [] %}
-                {% if tag.key == 'friendly_name' %}
-                    {% set ns.friendly_name = tag.value %}
+                {% if tag.key == 'name' %}
+                    {% set ns.tag_name = tag.value %}
                 {% endif %}
             {% endfor %}
             <tr class="hover">
                 <td>
                     <a href="/nodes/{{ node.public_key }}" class="link link-hover">
-                        {% if ns.friendly_name or node.name %}
-                        <div class="font-medium">{{ ns.friendly_name or node.name }}</div>
+                        {% if ns.tag_name or node.name %}
+                        <div class="font-medium">{{ ns.tag_name or node.name }}</div>
                         <div class="text-xs font-mono opacity-70">{{ node.public_key[:16] }}...</div>
                         {% else %}
                         <span class="font-mono text-sm">{{ node.public_key[:16] }}...</span>
diff --git a/tests/test_collector/test_tag_import.py b/tests/test_collector/test_tag_import.py
index 8d0c7e0..44ba953 100644
--- a/tests/test_collector/test_tag_import.py
+++ b/tests/test_collector/test_tag_import.py
@@ -390,3 +390,64 @@ class TestImportTags:
             assert tag_dict["is_disabled"].value_type == "boolean"
 
         Path(f.name).unlink()
+
+    def test_import_with_clear_existing(self, db_manager):
+        """Test that clear_existing deletes all tags before importing."""
+        # Create initial tags
+        initial_data = {
+            "0123456789abcdef0123456789abcdef0123456789abcdef0123456789abcdef": {
+                "old_tag": "old_value",
+                "shared_tag": "old_value",
+            },
+            "1234567890abcdef1234567890abcdef1234567890abcdef1234567890abcdef": {
+                "another_old_tag": "value",
+            },
+        }
+
+        with tempfile.NamedTemporaryFile(mode="w", suffix=".yaml", delete=False) as f:
+            yaml.dump(initial_data, f)
+            f.flush()
+            initial_file = f.name
+
+        stats1 = import_tags(initial_file, db_manager, create_nodes=True)
+        assert stats1["created"] == 3
+        assert stats1["deleted"] == 0
+
+        # Verify initial tags exist
+        with db_manager.session_scope() as session:
+            tags = session.execute(select(NodeTag)).scalars().all()
+            assert len(tags) == 3
+
+        # Import new tags with clear_existing=True
+        new_data = {
+            "0123456789abcdef0123456789abcdef0123456789abcdef0123456789abcdef": {
+                "new_tag": "new_value",
+                "shared_tag": "new_value",
+            }
+        }
+
+        with tempfile.NamedTemporaryFile(mode="w", suffix=".yaml", delete=False) as f:
+            yaml.dump(new_data, f)
+            f.flush()
+            new_file = f.name
+
+        stats2 = import_tags(
+            new_file, db_manager, create_nodes=True, clear_existing=True
+        )
+        assert stats2["deleted"] == 3  # All 3 old tags deleted
+        assert stats2["created"] == 2  # 2 new tags created
+        assert stats2["updated"] == 0  # No updates when clearing
+
+        # Verify only new tags exist
+        with db_manager.session_scope() as session:
+            tags = session.execute(select(NodeTag)).scalars().all()
+            tag_dict = {t.key: t for t in tags}
+            assert len(tags) == 2
+            assert "new_tag" in tag_dict
+            assert "shared_tag" in tag_dict
+            assert tag_dict["shared_tag"].value == "new_value"
+            assert "old_tag" not in tag_dict
+            assert "another_old_tag" not in tag_dict
+
+        Path(initial_file).unlink()
+        Path(new_file).unlink()