Cómo usar UGC en tus vídeos sin infringir leyes ni poner en riesgo tu marca

User-Generated Content (UGC) is everywhere, and for good reason. A customer’s selfie, an unboxing video, or a viral TikTok can be marketing gold. People trust real voices more than polished ads. That authenticity makes UGC incredibly powerful.

But using it comes with risk. Que un contenido sea público no significa que esté libre para su uso. One wrong move and you could face copyright claims or worse. The line between sharing and stealing? Blurry at best.

For instance, just a couple of years ago, a major brand reposted a creator’s video without asking–and the backlash was quick and severe. The influencer called them out publicly, and legal threats followed. Reputation damage aside, it was a clear lesson: permission matters. UGC isn’t a legal free-for-all.

In this article, we’ll break everything down, including how to use UGC legally, what rights you need, how business structures help protect you, and much more. Let’s take the first step in keeping you safe and creative. 

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What Counts as UGC?

UGC is any content created by someone outside your business or brand. It’s made by real people, including customers, fans, or even strangers online. And it can be incredibly effective in building trust.

Common examples of UGC include:

• Instagram photos featuring your product.
• TikTok videos with your service in the background.
• YouTube unboxings or reviews.
• Customer testimonials
• Comments or posts praising your brand.

Where you’ll often find it:

• Instagram Stories or Reels
• TikTok clips and duets
• YouTube vlogs or tutorials
• Reddit threads or niche forums
• Product reviews on your site or platforms like Amazon.

UGC is tempting because it’s authentic and relatable. It shows real people enjoying your product or talking about your brand. That kind of social proof can boost conversions and engagement, and do so without a big production budget. But using it without permission? That’s where problems start.

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The Most Common Legal Pitfalls of Using UGC

Here are some of the most common mistakes creators and brands make when using user-generated content in videos:

Lack of Proper Permission

Just because someone tags your brand doesn’t mean they’re giving you legal permission to use their content.

• Tagging or using a public hashtag does not equal consent.
• Always get written or documented approval before reposting someone’s content.

Violation of Publicity Rights

If your video features someone’s face, voice, or other identifiable features, you need their approval prior to using the content.

• Using someone’s likeness without permission can lead to lawsuits.
• Publicity rights vary by state, but they’re legally enforceable.

Copyright Infringement

Even reposting something as common as a meme or viral video can violate copyright.

• You must either own the content or have a license to use it.
• Copyright infringement can include use of music, images, video clips, and more.

Trademark Concerns

 Be cautious about featuring brand logos or recognizable products.

• UGC that includes branded apparel, signs, or packaging can create legal risk.
• Avoid unintentional product placements that may imply an endorsement.

Misrepresentation and Endorsement Risks

Don’t imply someone supports your brand unless they’ve clearly agreed to.

• The FTC requires disclosures for endorsements.
• Failing to clarify relationships can damage trust and lead to fines.

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How to Legally Use UGC in Your Videos

Using UGC the right way doesn’t have to be a headache or overly problematic. Really, it just takes a little planning and clear communication. Here’s how to legally and respectfully feature user-generated content in your videos:

Get Explicit Permission

Always ask before you use someone’s post in your marketing.

• Written consent should include what content is being used, where it will appear, and for how long.
• DM screenshots can work in casual cases, but for anything commercial, a signed release form is safer.
• Si colaboras con influencers, usa un contrato sencillo para formalizar el acuerdo.

Use UGC Rights Management Tools

Take advantage of tools designed to help streamline UGC permissions.

• Instagram’s branded content tools allow creators to tag your business properly and grant usage rights.
• Platforms like Tint and Creator.co can help automate the permission process and track content rights.

Add Clear Terms to Your Campaigns

 If you’re running a hashtag campaign or contest, set expectations from the start.

• Use legal disclaimers like “By submitting, you grant us the right to use your content.”
• Include terms and conditions that outline usage rights, how the content may be modified, and who owns what.

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Build Legal Protection into Your Business

Usar UGC bajo tu nombre personal puede parecer inofensivo al principio; however, it can open the door to major legal risks. If someone claims copyright infringement, misrepresentation, or violation of their publicity rights, you could be held liable on a personal level. That’s why creators and startups alike often form a Limited Liability Company (LLC) to separate personal and business responsibilities.

An LLC gives you more than just peace of mind. It shields your personal assets, including retirement accounts, cars, or your home, from lawsuits tied to your business. It also enhances your professionalism, making it easier to negotiate contracts with influencers, content creators, and vendors. Plus, when you’re signing UGC release forms or rights agreements, it’s best to do so as a business entity.

Know, however, LLC requirements vary by state. For example, the requirements to form an LLC in New York include publishing formation notices about the new entity in two newspapers and filing a Certificate of Publication. This is something not required in Texas or California. Always check your state’s specific rules before filing.

Another important part of forming an LLC is hiring a registered agent. This is the person or service designated to receive legal notices and official documents on behalf of your LLC. Most states require one in order to keep your business in good standing, and having a reliable agent ensures you never miss a legal notice or government deadline.

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What Goes in a UGC Release Form

A UGC release form is your safety net. It gives you clear, written permission to use someone’s content without the risk of legal issues later. While a casual “OK to use!” in a DM might work in some situations, it’s not always enough, especially if the content is important to your campaign.

Here are key clauses every UGC release form should include:

• Permission to use the person’s image, voice, name, and submitted content.
• No expectation of compensation, unless you’ve agreed otherwise.
• A perpetual, worldwide license to use the content in marketing, social media, and advertising.
• A clear statement about whether the agreement is revocable or irrevocable.

When is a DM okay?

• If you're reposting a casual story shoutout or customer review with attribution, a screenshot of their permission via DM may be sufficient.
• If you're using UGC in paid ads, product packaging, or long-term brand materials, always get a signed release form.

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What About Group Videos and Crowd Footage?

Group videos can be tricky, especially when filmed in public spaces. In general, you don’t need individual consent for people who appear incidentally in public settings. But if someone is visibly featured or speaking, it’s smart to get permission in writing.

Filming on private property or featuring minors raises the stakes. You'll usually need parental consent for kids and explicit permission from adults if the footage is used for marketing. When in doubt, blur faces or edit voices to avoid potential legal issues. Always err on the side of caution when uploading crowd footage, especially in promotional content.

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Best Practices With an International Audience

Using UGC from international users? Targeting audience members abroad? That’s a great way to broaden your reach, but it comes with extra legal layers.

If the content includes personal data tied to someone's identity, the GDPR (General Data Protection Regulation) may apply. This is true even if you're not based in Europe.

Otras cosas clave que debe saber:

• La UE tiene leyes estrictas sobre derechos de imagen: a menudo se necesita un consentimiento explícito y por escrito para usar el rostro de alguien.
• En Canadá, las leyes de privacidad y publicidad varían según la provincia, y las normas sobre menores son especialmente estrictas.
• El consentimiento debe ser claro y otorgado libremente, y no debe estar implícito en una etiqueta o publicación pública.

Consejos para cumplir con las normas a través de las fronteras:

• Utilice formularios de autorización que se adapten al RGPD.
• Evita usar contenido de menores a menos que tengas el consentimiento de los padres.
• En caso de duda, consulta a un experto legal local antes de publicar contenido de origen internacional.

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Qué evitar a toda costa

Algunos errores de UGC pueden meterte en serios problemas o, lo que es peor, dañar tu reputación. Por lo tanto, sigue este consejo.

Nunca edites el contenido de una persona para cambiar el significado o el mensaje, especialmente de forma que la interprete de manera engañosa. Es una vía rápida para presentar demandas legales y perder la confianza de tu audiencia.

Otro no rotundo... convertir la pérdida o las dificultades personales de una persona en marketing «inspirador» sin su consentimiento claro e informado. Incluso con buenas intenciones, puede parecer explotador.

Y, por último, no ignore las solicitudes de retirada. Si un creador te pide que elimines su contenido, hazlo de inmediato, incluso si crees que tienes razón. Ignorar la solicitud puede convertir el asunto rápidamente en un problema legal. Una buena regla general es que, si tiene dudas, pida permiso y sea respetuoso.

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En caso de duda, traiga ayuda legal

Si estás comenzando a usar UGC, algunas plantillas y buenas prácticas pueden ser de gran ayuda. Sin embargo, una vez que tu campaña comience a crecer, o si utilizas contenido confidencial, es inteligente solicitar ayuda legal.

Si tus vídeos incluyen a menores o temas relacionados con la salud, o si tienes pensado monetizar el contenido mediante anuncios o licencias, los riesgos se agravan. Hacer que un abogado revise tus formularios de autorización y tus derechos de uso puede ahorrarte grandes quebraderos de cabeza en el futuro.

El asesoramiento legal es especialmente útil cuando no estás seguro de dónde termina el uso legítimo y dónde comienza la infracción. El UGC puede parecer casual, pero tu empresa debe tratarlo con cuidado. Una revisión legal rápida ahora puede ofrecer muchos niveles de protección.

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