User-generated content (UGC) in e-commerce promotion presents several significant risks. Foremost among these is the potential for reputational damage, arising from negative reviews, offensive comments, or misleading information that can quickly erode consumer trust. Businesses also face challenges in moderation and quality control, as filtering a vast amount of content to ensure it aligns with brand values and is appropriate can be resource-intensive and prone to oversight. Furthermore, there are considerable legal and ethical concerns, including issues of copyright infringement if users upload protected material, privacy violations, or even the spread of misinformation about products. The risk of brand dilution is also present when UGC is inconsistent in quality or messaging, potentially weakening the brand's overall image and appeal. Ultimately, relying on UGC requires robust strategies to mitigate these risks and maintain a positive brand presence.