Shares in American air carrier United Airlines (NYSE:UAL) continued to trade down on Wednesday, after footage showing a man being forcibly removed from his seat went viral over the weekend.

A video surfaced of United Airlines security dragging a man from his seat after the flight was overbooked, ending with him sustaining injuries. The incident provoked outrage from the public, and is likely to significantly damage the carrier’s brand.

Their share price continued to drop at the start of the week despite statements from United’s CEO, Oscar Munoz. The incident is the second to cause controversy for the airline over the last couple of weeks, after it attracted strong criticism on social media for refusing to allow two teenage girls to board a flight because they were wearing leggings.

Shares in United Continental Holdings are currently trading down 1.13 percent at 70.71 (1131GMT).