Disclaimer: This is not directed at any specific guild, person or event. Do not take it as such. It is the culmination of my opinion that I have had for a long time, beginning at my beginning in 2014. This opinion has been in formulation for a long time.
Your guild is your brand. It is who you are, what you represent (at least in-game). NOW, afterall it is your guild and you are free to run that guild in any manner in which you like, as long as it abides by Funcom’s Terms of Service and rules.
But remember the actions of your guild will be a reflection upon all people in your guild and your brand identity. When your guild allows actions that are frowned upon by the majority of the community, it should give one pause.
If you chose to allow your guild members to engage in behavior that is considered “troll” or simply irritating, that is your right. It is your guild. If you allow pad campers, bullying, ganking, afking (without cause), cheats, rolling for the wrong loot, stealing pve kills, and so on (the list of commonly frowned on behavior is virtually endless), again that is your RIGHT.
But, also if you do allow these things, bear in mind the actions of your guild (even a few) can weigh very heavily upon your guilds name and reputation aka your Brand. If you are trying to grow your guild (brand), this does not seem like a good course of action.