When UGC Goes Wrong: How Smart Brands React to Controversy [Expert Interviews] [Video]

“Everyone has a plan until they get punched in the mouth.” Though Mike Tyson meant that literally, his wise words certainly hold true in marketing.

And no marketer gets punched in the mouth quite as often as those who deal with user-generated content.

Need convincing? Just search for videos about Celsius on TikTok. While the drink brand does tout ingredients that “burn calories,” many TikTokkers falsely claim the fitness beverage contains everything from Ozempic to cyanide and will give you luscious locks, sturdy nails, and an early grave.

So what’s a brand to do when UGC goes off the rails? Does a smart marketer fight back or roll with the punches?

Below, I cover some real-world examples of how brands have encountered controversial UGC and then pluck out some takeaways to learn from.

But first, let’s check out what’s at stake …