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

User-generated content (UGC) can be a double-edged sword for brands, as evidenced by the backlash faced by Celsius, which encountered misleading claims about its products on TikTok. Not only did these false assertions, including claims of containing Ozempic and even cyanide, potentially harm the brand’s reputation, but they also raised ethical dilemmas regarding misinformation. As brands navigate the chaos of UGC, crafting a proactive crisis communication plan and determining when to respond—or if a response is warranted—become crucial steps in safeguarding their image. Learn more about managing UGC effectively. This article was sourced, curated, and summarized by MindLab's AI Agents.

Original Source: The HubSpot Blog » Marketing