Increased sophistication of digital scams exposes brands and consumers to risks

A study recently released by Lupa, a reference in fact-checking in Brazil, sheds light on an alarming phenomenon that is growing at a rapid pace: the unprecedented sophistication of digital scams, with a notable increase in the misuse of brands and public figures.

Analyzing a vast compilation of cases between 2020 and mid-2025, the report “The Day of the Coups” reveals the increasingly elaborate tactics of criminals, who transform the trust placed in established brands into fertile ground for their illegal activities.

This scenario requires deep reflection on digital security and the imperative need for protection for companies and their consumers. Shall we know more?

What does the magnifying glass report reveal about the current scams?

The pioneering study by the Lupa Observatory details the complexity and breadth of Digital scams which have proliferated in the country. Thus, by dissecting 142 verified cases, the report shows that scammers operate with a level of professionalism and strategy never seen before.

One of the central pillars of this strategy is the promise of immediate financial benefits. Research shows that an overwhelming majority of scams (93%) capitalize on the desire for quick earnings, offering gifts, unrealistic promotions, or irrefutable discounts.

To give a veneer of authenticity to these offers, criminals have massively resorted to association with renowned brands and public figures.

In addition, the study reveals that an impressive 77% of the scams analyzed since 2020 benefited from the reputation of others, an index that climbed to 90% in recent cases up to May 2025.

This tactic aims to capitalize on the public's pre-existing familiarity and trust, making the false offer more convincing.

Who is affected by these scams?

The retail sector figures as the main epicenter of these criminal activities. After all, in it, false promotions and gifts associated with large retail chains lead the ranking of strokes, taking advantage of commemorative dates and sales campaigns to attract victims.

At the same time, government social programs also became a preferred target, with scammers using institutional language and high demand for benefits to deceive uninformed citizens.

However, regardless of the medium, an element that deserves special mention is the incorporation of artificial intelligence technologies, such as deepfakes. That is, fake AI-generated videos that simulate the speech of presenters, politicians, and influencers, who have been used to endorse false content.

This technique, which grew exponentially in 2024 and the first months of 2025, lends an appearance of legitimacy to empty promises, encouraging clicks and the delivery of sensitive data.

The brand as the vanguard of protection: shielding trust against scammers

As we have always said, in the current context, trademark protection transcends mere protection against competition: it is configured as a vital shield against the action of digital criminals. After all, when a company's identity is manipulated by scammers, the impact extends far beyond a fake transaction.

The trust placed in your brand, built with years of effort and investment, is rapidly eroded, generating widespread mistrust, direct financial losses, and a reputational damage difficult to repair.

What about your brand: is it an open door for scammers?

The data presented by Lupa paints a worrying picture: its brand, a symbol of credibility and quality, may be inadvertently being used as a portal for scammers to take action.

Each consumer deceived by a scam that carries your identity represents a direct attack on your reputation and the relationship of trust that you cultivate. And this scenario not only affects your sales and attracting new customers, but it can trigger severe legal and regulatory consequences.

Faced with this reality, the adoption of proactive brand protection strategies is an imperative. And that's where the implementation of a continuous monitoring system on all digital channels, aided by artificial intelligence to detect misuse in real time, becomes essential.

Do you want to understand how to effectively protect your brand and transform that vulnerability into a strength of resilience? Explore the strategies of Branddi's armor marketing and discover how to strengthen the protection and trust that your customers place in you!