The internet is an environment that requires extreme attention from its users. In recent years, with the increase in the volume and variety of online scams, care needed to be even sharpened. But Brazilians seem to have already advanced in self-protection strategies for some of the main digital scams, because 84% of respondents to a survey conducted by Branddi, a company specialized in brand protection, say they feel confident when buying online.
And even with the increase in digital crimes in 2024, which grew 45% compared to the previous year, according to data from the Association for the Protection of Personal and Consumer Data (ADDP), Brazilians' confidence when buying virtually increased by 62% in the last six months.
This apparent contradiction — more crimes, but also more trust — reveals not only the advancement of protection technologies, but also greater consumer awareness of digital risks. This scenario converges with a consumer movement, since 86% of the interviewees said they considered themselves to be more attentive at the time of purchase.
Online shopping: the risk of advertisements and digital scams
The online shopping universe presents several risks aimed at consumers, focusing today on some of the most sophisticated digital scams on the internet. One of the most common involves the use of announcements of brands to reach buyers. This category, which uses advertisements as a medium, is gaining more and more strength in the market, especially with social networks, which frequently invade cell phone and computer screens.
In this scenario, some scammers are taking advantage of online advertisements to apply fraud. They create fake advertisements that mimic the visual identity of well-known brands, such as logo, colors, and language, and direct people to fake sites. These portals are so similar to the real ones that they easily mislead consumers. This practice, in addition to putting consumers at risk, also harms companies, since scams directly affect their sales and reputation.
Cases such as fictitious promotional advertisements for brands like Magalu, published on social networks with prices well below the market, are recent examples that harm consumers and damage the reputation of the brands involved. This type of scam is an example of unfair competition.
But even though advertisements are currently the target of digital scams, they are also an effective way to connect brands to desired consumer profiles, publicizing their products and services. According to the study, 71% of the interviewees stated that they had already purchased after being impacted by online advertisements, and of those respondents, 50% said they purchased products or services a few times, and 21% frequently.
However, at the time the advertisement appears, there are some steps that are normally taken by customers before the purchase, to ensure the peace of mind of the operation. These actions include verifying the site to be sure that it is official (80%); verifying the existence of reviews from other clients (69%); research the reputation of the brand or store (65%), and look for a seal that indicates the site security (52%).
In addition to ensuring that the buying environment is trustworthy, other factors influence the purchase decision when viewing an online advertisement. Among them, those that have the most impact are the price or promotion of the product (65%); trust in the brand (58%), and the reputation of the site or store (56%).
Diego Daminelli, CEO of Branddi, explains that, from the point of view of brands, the fight against digital scams has ceased to be a matter of image to become a strategic priority: “The presence of fraudulent advertisements not only affects the consumer, but directly compromises the results of the brands. Scammers use the force of legitimate brands to carry out scams, diverting traffic and trust. This causes financial losses and even erodes the reputation built over time. Therefore, identifying and removing this type of threat must be a strategic priority - not only to protect sales, but to preserve brand value.”
Security on the part of companies
When considering the search for security when buying online, there are some steps and initiatives that can be considered in addition to consumer care. Companies and platforms involved in the virtual sale of products may also be active.
It's important for brands to monitor their sites and advertisements to avoid scamming actions. One of the most popular fraudulent acts currently includes the cloning of the official portals of Players of the market that induce consumers to, without knowing it, buy from false sources. These digital surveillance initiatives protect buyers from purchasing counterfeit products, in addition to ensuring that the investment from the acquisitions goes to legitimate channels.
In this scenario, taking action against digital scams is a point that distinguishes the brand from the others by consumers, increasing trust in those who adopt the protection measures. For 88% of respondents, investing in protection against fake sites and digital scams would be a positive differential for buying and retaining a brand. Another 11% consider the initiatives important, but they understand that companies also need to demonstrate transparency on the subject.
For the Internet users, companies need to be more active in protecting against scams and digital frauds who misuse their brands. 57% of respondents understand that brands should actively monitor and remove scam attempts, and 40% think that advertising platforms and social networks should also have more responsibility in this regard.
“This is an important point of attention for companies that seek to attract and retain customers. At a time when digital scams are constant, offering options that will help consumer safety is a differential. In addition, transparency about the measures taken is extremely important, as it reaffirms the company's concern. And this care needs to be shared throughout the digital ecosystem: not only by brands, but also by advertising platforms and social networks, which could also play a role in preventing and removing fraudulent content,” explains Damielli.
“When consumers notice that the brand is actively taking care of their security in the digital environment, they feel more confident to proceed with the purchase. That's why investing in fraud protection and monitoring technology is not just a technical issue, but a strategic one. Security has become synonymous with trust - and trust, today, is one of the main assets of a brand in the online environment. It is a point of attention that goes beyond the profit itself, it is the demonstration of care for customers that are the essence of the purpose of the business”, he concludes.
Methodology
Audience: 500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and over and from all social classes.
Collection: the study data were collected via an online research platform.
Collection date: held on April 16, 2025.
.png)
Pronto para blindar sua marca?
Não deixe seus clientes caírem nas garras de concorrentes, golpistas e aproveitadores.