United Continental ignited the wrath of social media yesterday after a dramatic video showed a screaming and bleeding passenger being forcibly removed from an overbooked flight.

It highlighted the challenge that the US carrier faces in reversing public perception that it treats customers badly after last month’s social-media storm when two teenage girls were told they could not board a United flight because they were wearing leggings.

In a video that began circulating on social media on Sunday, security guards can be seen dragging a passenger down the aisle of a packed flight leaving from O’Hare airport, Chicago. A female passenger can be heard on the video exclaiming: “Oh my God, this is wrong, look at what you’re doing to him.” A man comments: “Busted his lip.”