In recent years, we have seen a significant increase in the use of political messaging in marketing campaigns. However, this trend can often have negative consequences for businesses. Is it really important for businesses to take a stand on important social issues or to get involved in politics? This is a sensitive subject, and taking a side can alienate potential customers who may have different opinions. In today's polarized political climate, it is easy for a message to be misinterpreted or to unintentionally offend someone. This could be a risky move and today we want to look at a few case studies on this matter and their short- and long-term impact on businesses.