The phenomenon of cancel culture is widespread on social media and has become increasingly popular in recent years. Both corporate brands and personal brands can be affected. One of the well-known cases is J. K. Rowling or Ellen DeGeneres, for example. Both personal brands. Recent research has shown that there are four types of brand reactions to “cancel attempts”. These are (1) Proactive Action, (2) Brand Apology, (3) Active Defiance and (4) Passive Ignoring. There is still no research on these brand reactions that investigates the connection to customer loyalty. In addition, communication managers are faced with the challenge of how best to respond to “cancel attempts”. For this reason, an experimentally based quantitative research design was conducted with samples of 386 participants. The results showed that brand reactions have an influence on customer loyalty. The analyses also showed that the brand reaction passive ignoring has a small, positive effect on customer loyalty. No significant relationship was found for the other types of brand reactions. The results provide valuable insights for communication managers as they show how complex the right choice of brand responses to cancel attempts is.