Crumbl Cookies Faces $24M Lawsuit Over Unlicensed Music in Marketing

Crumbl Cookies, known for its viral desserts and highly engaging social content, is now facing a legal firestorm over its social media strategy. Warner Music Group (WMG) has filed a lawsuit accusing the fast-growing cookie chain of using 159 hit songs without securing proper music licenses—potentially costing the brand up to $24 million in damages.

The Allegations: TikTok Trends, But No Licenses

According to the lawsuit, Crumbl’s social media team didn’t just use background music casually—they intentionally paired popular tracks with themed cookies to drive engagement and virality. Examples cited include using Lil Mosey’s “Blueberry Faygo” to promote Blueberry Cheesecake cookies, Coldplay’s “Yellow” to market Yellow Sugar cookies, and BTS’ global hit “Butter” to showcase Kentucky Butter Cake. The suit claims that Crumbl relied on instantly recognizable hooks and choruses to enhance emotional resonance and boost visibility—without paying for the right to use any of them.

This is not a case of accidental infringement, either. Warner alleges it sent a cease-and-desist letter in 2023, which Crumbl ignored. To make matters worse, the cookie brand acknowledged the issue in a TikTok video earlier this year, joking about their inability to use trending audios. That public admission could significantly strengthen Warner’s claim of willful infringement, increasing the legal exposure.

With statutory damages potentially reaching $150,000 per song, Warner is now pursuing a permanent injunction and financial penalties that could total nearly $24 million.

What This Means for Marketers and Brand Teams

This case underscores a crucial but often overlooked area of marketing risk: music licensing on social media. The popularity of platforms like TikTok and Instagram Reels has blurred the lines between user-generated trends and brand-created content. However, brands are held to a different standard. Unlike individual users, commercial entities must obtain appropriate licenses for any copyrighted music used in promotional material.

While using a viral song might boost engagement, failing to license that track could result in substantial legal consequences. Crumbl’s situation highlights the danger of relying on trending audio without verifying usage rights. Even if the content feels casual, the legal framework around music usage is anything but.

The Takeaway for Brand Marketers

This lawsuit serves as a stark reminder for marketing, legal, and social media teams: content creation must be compliant, not just creative. Music licensing is not optional. Every song used in an ad, promotional video, or influencer partnership needs to be cleared, especially when it’s part of a broader brand campaign.

For companies with a strong social media presence, this means building cross-functional workflows that include music clearance processes and compliance reviews. It may also mean reevaluating partnerships with creators or agencies that supply content with unlicensed music.

As Crumbl’s legal challenges show, even sweet marketing strategies can leave a bitter aftertaste if compliance is ignored. When in doubt, get the license—or choose royalty-free alternatives that won’t come with a multimillion-dollar lawsuit.