I had a USA Pan loaf pan do that to me after a couple of uses. I threw it out. It was the only product like that I've ever owned -- everything else in my baking line up is tinned steel or plain black steel.
It is a problem, when the coating peals off it will end up in your food and you will eventually eat parts of it and that's not something you want. Toss it away. It was likely of poor quality in the first place.