Video footage of a passenger being manhandled off an United Airlines flight to make way for cabin crew on a flight from Chicago to Louisville Kentucky is a public relations disaster.
The man, whose face was bloodied after reportedly hitting an armrest as he was yanked out of his seat, is believed to be a 69 year old doctor.
Despite the video evidence, United airlines chief executive Oscar Munoz defended his staff's handling of the incident, saying the passenger had been "disruptive and belligerent".
The airlines shares have fallen in early trading.
Social media has reacted to the incident with a mixture of shock and humour.
Aviation lawyer Mary Schiavo told Morning Report the airline 'really messed up."