Ranking 2025: the most common online scams in Brazil

Companies of all sizes live with the risk of seeing their brand used in fake profiles, misleading advertisements, or cloned sites. In 2025, the sophistication of online scams is growing at the same speed as digital consumption expands in Brazil.

The result is a Dangerous cycle: deceived consumers, unfairly involved brands, and a growing mistrust that threatens the credibility of the digital market itself.

Want to stay on top of the top online scams? Check out the complete guide and discover how to protect your business!

Overview of online scams in Brazil in 2025

Brazil is experiencing a combination of accelerated digitization of digital consumption and sophistication of online scams.

According to data from the Brazilian Electronic Commerce Association (ABComm), Brazilian e-commerce moved R$ 100.5 billion only in the first half of 2025. For the year as a whole, the entity projects a turnover in the order of R$ 234.9 billion, which represents an increase of about 15% compared to 2024

At the same time, the online scam environment shows worrying signs. 6 out of 10 Brazilians They stop buying from a brand after suffering a scam, according to data from Brandi.

Digitalization posed the challenge of an environment in which security must evolve at the same pace as consumption. O preventive monitoring it ceased to be a differential and became a basic need.

Brands, banks, and retailers need Detect suspicious behavior before it becomes harmful, with tools for tracking mentions, verifying ads, real-time data analysis, and quick response protocols.

Most common scams between brands and consumers

Every year, new variations of scams appear that are more convincing and difficult to detect on the internet. In the list below, discover The most common types and what's behind them.

1. Counterfeiting products

Scammers use well-known brand names and logos to sell fake products on major marketplaces. The consumer believes they are buying an original item, but they receive something of low quality or nothing. In addition to the financial loss, the brand suffers from image wear and tear.

2. Fake profiles

These are pages that They copy official profiles on social media. They post fake promotions and send direct messages to steal data or payments. The resemblance to the real profile is such that even attentive users can be deceived.

3. Cloned sites

Identical copies of legitimate online stores are created to capture personal and financial information. Often, the site address has only one letter replaced. The layout is the same, which gives the appearance of authenticity and makes the scam difficult to identify.

4. Fraudulent ads

Offers with Absurd discounts appear on social networks and search engines, attracting those seeking opportunities. The click leads to fake pages that ask for sensitive data or non-existent payments. These ads even use real campaigns to appear trustworthy.

5. Marketplace scams

Fake sellers advertise products that don't exist or are adulterated, using the platform's credibility to mislead buyers. Even with security policies, the volume of transactions makes it difficult to detect quickly.

The link between scams and brand reputation

Whenever a consumer is deceived by a fake site, a cloned profile, or a counterfeit product, the real brand ends up being involved, even without having participated.

In the public's perception, It is the name of the brand that appears on the screen, and it is it that bears the weight of mistrust.

The main effects of this impact:

• Consumers start to doubt the authenticity of advertisements, promotions, and official profiles, which reduces engagement and conversions;
• Victims use social networks and consumer protection platforms to report the scam, amplifying negative brand exposure;
• The brand is beginning to be seen as insecure or negligent, which compromises years of image building and makes it difficult to regain public trust.

Online scams aren't just a security issue, they're also a image problem. The more exposed the brand is to fakes, fake profiles, and cloned sites, the greater the risk of losing credibility.

The sectors most affected in 2025

According to the OECD report”Mapping Global Trade in Fakes 2025”, the sectors of clothes, footwear and leather goods accounted for 62% of seizures of counterfeit products globally.

Um study from Technavio points out that Brazilian cosmetics market, estimated to grow by US$ 5.5 billion between 2025-2029, also faces “availability of counterfeit brands” as a real challenge.

There are three reasons why these categories are “champions” in the coups:

1. High turnover + desire for consumption: fashion, cosmetics, and electronics are frequently purchased, have aspirational appeal (“I want to have”) and trend changes. This creates volume and urgency, perfect conditions for counterfeiters because there is continuous demand and lower consumer tolerance for checks;
2. Margins and brand visibility: branded products have high perceived value and are identifiable (logo, distinct design, packaging format), which makes it easier to cloning and counterfeiting. The greater the brand recognition, the greater the chance that a fraudster will use this “asset” to generate misleading sales;
3. Chain complexity + digital channels: Supplements, electronics, and cosmetics travel through global chains, pass through Marketplaces, social networks and e-commerce. This control dilution makes it easier for fake products to seep in.

How to identify and prevent online scams?

There are accessible tactics and tools that help brands detect and contain scams before they harm their reputation.

Monitor suspicious mentions and pages

Tools such as Google Alerts, mLabs Analytics or Brand24 they allow you to track mentions of the company's name, detect duplicate pages and identify false advertisements. Daily monitoring helps you quickly notice when something out of the box appears.

Report and request immediate removal

Social networks and marketplaces offer direct channels of Denunciation of counterfeits and trademark misuse. Sending proofs, prints, and links speeds up the deletion of fraudulent profiles and advertisements, preventing more consumers from being affected.

Use technology to detect anomalies

Softwares of brand intelligence and machine learning are able to track irregular behavior, such as sellers with prices well below the average, peaks of identical advertisements, and newly created domains with names similar to the official one.

The importance of brand shielding

Brand shielding is the set of practices, policies, and technologies aimed at protect a company's intangible assets (such as name, logo, visual identity, and reputation) against misuse on the internet.

This process is technically known as Digital brand protection. More than reacting to scams, digital brand protection is a way of predicting and neutralizing risks.

Active monitoring for scam signs protects The brand, because it prevents the proliferation of attacks that erode credibility, and also The consumer, who are now less likely to be deceived by fake pages or profiles.

Now that you know which are the biggest online scams in 2025, follow Branddi and follow our alerts about the main online threats affecting brands in Brazil. We are not Instagram and LinkedIn!