This article focuses on the risks associated with running promotions featuring consumer-generated content. The article provides strategies that companies can employ to minimize the risks involved with using consumer-generated content. It addresses the recent increase in the number of companies that have started incorporating consumer-generated content into their promotions and acknowledges the evolving trend toward experimenting with consumer-generated content as a result of the success that these types of promotions have achieved. The article also offers valuable insight on the significant challenges and obstacles that can arise in interactive advertising promotions, with particular emphasis on those that place so much power in the hands of consumers.

The Risky Business of Consumer-Generated Content