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UGC means user-generated content: digital material made by users or contributors and shared online. It includes customer reviews, photos, videos, posts, podcasts, livestreams, and digital art. In marketing, the term can also describe creator-made material commissioned by a brand, but paid or gifted content is not the same as an independent customer review.
What does UGC mean?
User-generated content is content created by people who use or contribute to a digital service, rather than content made solely by the service or a brand. It can be original or adapted, made alone or collaboratively, and posted under a real name or anonymously. The Australian eSafety Commissioner uses the term for things people make to be seen, heard, or read online, across social, streaming, content-sharing, and subscription services: Content creation | Content creator safety tips.
UGC is a broad description of who made something, not a single format or a universal legal category. The same photo, comment, or video may be user-generated content and also serve as a review, testimonial, or advertisement, depending on its context and use.
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What are examples of UGC?
UGC can take many forms and appear in different places online. Examples include:
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- Customer ratings, written reviews, and comments on review platforms or retail sites.
- Photos, short videos, and longer videos posted by users.
- Blog posts, social posts, and citizen journalism.
- Original music, podcasts, and recorded vlogs.
- Digital illustrations and other artwork.
- Livestreams and other content shared in real time.
These examples follow the Australian eSafety Commissioner’s description of online content creation. The label applies to the content’s source; it does not automatically mean the content is unpaid, independent, or cleared for reuse.
How is UGC different from a review or testimonial?
These terms describe different things: UGC identifies a source, while “consumer review” and “testimonial” describe a type or role of content. The U.S. Federal Trade Commission (FTC) defines a consumer review as a consumer’s evaluation submitted to and published on a website or platform dedicated in whole or part to receiving and displaying evaluations. A testimonial is an advertising message that consumers are likely to understand as reflecting a consumer’s or celebrity’s opinions, beliefs, or experience. See the FTC’s Consumer Reviews and Testimonials Rule: Questions and Answers.
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A customer’s review can be UGC. A creator’s commissioned video can also be user-created material, but it should not be presented as an independent customer’s account if the creator was hired to make advertising. The context and any brand relationship affect how viewers understand the content.
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Brands and publishers may feature customer photos, videos, comments, or reviews on their own pages or in marketing. Before doing so, they should consider what the content communicates, whether the creator has a relationship with the brand, whether they have permission for the intended reuse, and whether the content and surrounding claims comply with relevant rules and platform policies.
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Calling content UGC does not establish that it performs better than brand-created material or produces a particular sales result. Those claims require evidence for the specific content, audience, and use.
What disclosures apply to brand-related creator content?
In the United States, FTC guidance says creators should disclose a material connection to a brand, such as a financial, employment, personal, or family relationship. Receiving a free or discounted product or another perk can count as a material connection. The disclosure should be noticeable and understandable, and appear with the endorsement; a disclosure only in a profile or hidden behind a click may not be enough. The FTC advises creators not to assume that audiences already know about a relationship or that a platform’s built-in disclosure tool is sufficient in every situation. Details depend on context. Read Disclosures 101 for Social Media Influencers.
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- Capture Stunning Footage - Osmo Pocket 3 vlogging camera features a 1-inch CMOS sensor and records in 4K resolution at an impressive 120fps. Capture breathtaking night views and sunsets with enhanced clarity.
- Effortlessly Frame Your Shots - Get the ideal composition with Osmo Pocket 3's expansive 2-inch touch screen that rotates for both horizontal and vertical shooting.
- Ultra-Steady Footage - Say goodbye to shaky videos! Osmo Pocket 3's advanced 3-axis mechanical stabilization delivers superb stability. Enjoy smooth footage while dancing, chasing pets, or hiking.
- Create Captivating Vlogs With ActiveTrack 6.0 - Stay effortlessly in focus as you record on the go. Set Osmo Pocket 3 up on a tripod and jump, dance, or spin, but remain center-frame.
- Fast and Accurate Focusing - Osmo Pocket 3 digital camera locks onto your subject for sharp, clear footage. Whether filming action-packed scenes or still shots, it ensures every detail is captured.
This matters when a brand calls commissioned material “UGC.” If a creator is paid, receives a free product, or has another relevant connection, presenting the content as an independent customer experience can mislead viewers. The FTC’s Endorsement Guides: What People Are Asking explains endorsement and disclosure guidance.
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Businesses may invite customers to leave honest reviews after actual use, whether positive or negative, subject to the review platform’s policies. They should not shape feedback in a way that gives consumers a distorted impression—for example, by offering incentives in a way that implies only positive reviews are wanted. The FTC says required disclosures should be clear and conspicuous; a disclosure is not conspicuous if a consumer must click a link or hover over an icon to find it. See its review and testimonial Q&A and endorsement guidance.
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Who owns UGC, and can a brand reuse it?
In the United States, original works of authorship can be protected by copyright once fixed in a tangible form. The U.S. Copyright Office lists photographs, illustrations, musical compositions, sound recordings, books, blog posts, and movies among examples of copyrightable works. A person or organization other than the creator may own the copyright. See What Is Copyright?.
Because authorship and ownership can differ, a brand should establish and document permission for its intended use rather than assume that a publicly visible post is free to use in advertising. Permission should match the planned use; a post being available to view online does not, by itself, show that the brand has advertising rights.
What rules apply to UGC on websites and apps?
Advertising claims must be truthful, not deceptive or unfair, and supported by evidence, according to the FTC’s Advertising and Marketing guidance. For hosted content, Google AdSense says publishers are responsible for ensuring user-generated content on their sites or apps complies with applicable program policies: User-generated content overview.
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These are U.S.- and platform-specific examples, not a complete statement of law worldwide. Applicable disclosure, copyright, advertising, and moderation obligations vary by jurisdiction and service.
How to assess whether something is UGC
When the label is unclear, separate the content’s source from its purpose and permissions:
Quick Recap
- Who made it? A customer, independent creator, hired creator, brand, or collaborator?
- What form is it? A review, photo, video, comment, podcast, livestream, or another format?
- Where does it appear? On a creator’s account, a review platform, a brand-owned page, or in paid advertising?
- What does it imply? Does it describe a genuine personal experience, or does it function as advertising?
- What applies to reuse? Is permission established, and does a brand relationship or platform policy require a disclosure or other action?
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