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Falsificação e pirataria digital: o risco oculto da Black Friday
BranddiIP Team ·
The arrival of Black Friday 2025, scheduled this year for November 28th, represents a great promise of growth for many brands and retailers. But behind all the expectations, there is a risk: counterfeiting and digital piracy.
Recent data shows that fake online stores increase by 135% in the months leading up to Black Friday. Counterfeiters take advantage of the vulnerability of the moment to create cloned ads, fake pages and profiles that imitate the identity of legitimate brands.
Do you want to know how to avoid this scenario and protect your brand before the most profitable (and risky) date of the year? Check out our complete guide and discover the right measures to protect your brand against digital counterfeiting this Black Friday.
What is digital counterfeiting (and how does it happen)?
Digital counterfeiting can be defined as theunauthorized reproduction, imitation or adulteration of products, brands, content or visual identities on the internet, with the aim of deceiving consumers or third parties.
In e-commerce, product counterfeiting happens in two ways:
- Counterfeit products manufactured and sold on marketplaces and social networks, often with packaging, logos and descriptions similar to the originals;
- Misuse of a brand's identity in the online environment, including plagiarism of official images, cloning of websites, fake profiles on social networks.
The impacts of piracy on brands on Black Friday
In addition to imitations, the circulation of fake products, ads hijacking and misuse of brand identities affect companies' performance:
Direct financial loss
Each counterfeit product represents a diverted sale from the original brand. The financial impact can be even more serious when unauthorized resellers use the same digital channels as legitimate brands, such as marketplaces and social networks.
Recent data from the Organization for Economic Co‑operation and Development (OECD) indicates that global trade of counterfeit goods was estimated at around US$467 billion, which represents up to 2.3% of world trade.
Damage to reputation and loss of consumer trust
In a research by Incopro, it was found that 66% of consumers who unknowingly purchased a counterfeit product lost trust in the brand in question.
Furthermore, the same study showed that 76% of consumers said who would stop purchasing from a brand that “is often associated with counterfeit products”.
Legal and tax problems caused by counterfeiters
Many brands face legal and tax difficulties because counterfeiters misuse their data, CNPJs and licenses to sell on the internet.
The proliferation of counterfeiters generates undue notifications from tax agencies and even the need for legal defense to prove that there is no relationship with scams.
How is the consumer affected by fake products?
The loss of counterfeiting generally falls on the brands, but it is the end customer who suffers the most immediate consequences:
- The product received is usually of inferior quality, has defects or does not correspond to what was advertised;
- Often there is no refund, guarantee or channel of legitimate service;
- In the case of cosmetics, medicines, supplements or electronics, counterfeit products may contain toxic substances or flaws that put the consumer's physical integrity at risk.
How to shield your brand before Black Friday?
With the increase in the number of campaigns, resellers and scams during Black Friday, brands need to adopt a shielding plan preventive.
What cannot be missing from a online brand protection:
Audit ads
Ad audit consists of an analysis of paid traffic campaigns across all channels, including Google Ads, Meta Ads and TikTok Ads.
It is necessary cross-check source information (such as advertiser accounts, destination links and creatives used) with the brand's internal records.
Validate sellers
Reseller validation must follow a structured authenticity check process. The first step is to confirm CNPJ data, company name and address in reliable public and private databases. href="https://www.branddi.com/pt-br/blog/como-e-por-que-fazer-o-monitoramento-de-redes-sociais">real-time monitoring is a way of combining continuous scanning of websites, social networks and marketplaces to detect misuse of the brand's name, logo or campaigns.
Did you like the tips? Brand protection is a constant process, which requires integration between technology, teams and strategy. Before Black Friday 2025, strengthening these three pillars is what differentiates vulnerable brands from safe brands.
Check out all of Branddi's recommendations here to protect your brand in digital sales and prepare in advance!