User-Generated Content
Content created by users or customers that brands repurpose for advertising, requiring proper permissions and compliance review.
What User-Generated Content means
User-generated content (UGC) refers to content created by consumers, fans, or creators that brands use in their advertising. UGC has become a dominant ad creative strategy, particularly on platforms like TikTok, Instagram, and YouTube, because it appears authentic and typically outperforms polished brand content. Compliance considerations for UGC in advertising include: obtaining proper usage rights (written permission or license from the creator), ensuring the content complies with advertising policies once used in an ad context (organic content may not meet ad standards), properly disclosing when UGC is used in paid promotion, verifying that any claims in UGC are substantiated, and managing intellectual property rights for music, images, or other elements in the content. Brands should implement UGC usage agreements and compliance review processes before incorporating UGC into ad campaigns.
Related terms
Branded Content
Content created by influencers or publishers that features or is influenced by a brand, requiring proper disclosure and platform tagging.
Influencer Marketing
Marketing through partnerships with social media influencers who promote brands to their followers, requiring proper disclosure.
Ad Creative
The visual and multimedia elements of an advertisement, including images, videos, carousels, and interactive formats.
Endorsement Disclosure
A clear statement revealing a material connection between an endorser and a brand, required by FTC guidelines and platform policies.