Marketing Sazonal

How to protect your brand from fraud during Black Friday 2024

branddi · Published on October 24, 2024 · Updated on April 10, 2026

Originated in Philadelphia (USA) in 1950, Black Friday has established itself as one of the most important dates for world trade. Known as the day of great offers after the Thanksgiving holiday, it arose from the need for retailers to boost revenue close to Christmas. Thus, the strategy proved to be an absolute success, and over the years, the date was consolidated as one of the pillars of retail.

In this article, we will understand the arrival of the event in Brazil and how to enhance your brand's results this year, by undermining any threat to the purchasing process of your customers and partners.

The first edition of Black Friday in Brazil was organized by e-commerce companies, such as Busca Descontos, an online coupons and promotions platform. Held in November 2010, this edition had the participation of approximately 50 virtual stores, including big names such as Americanas.com, Submarino and Walmart.

In the first years, it faced major challenges due to misleading practices, such as false discounts and inflated offers, which generated distrust among consumers. However, the event underwent a significant transformation.

Evolutions in Brazilian Black Friday

Companies began to adopt greater transparency and ethical measures, driven by credibility seals and pressure from consumer protection bodies, which led to significant growth in sales. Revenue jumped from R$590 million in 2013 to more than R$5.2 billion in 2023, according to data from Confi.Neotrust, highlighting Black Friday as one of the most important dates on the shopping calendar in Brazil.

The evolution of Black Friday was marked by the maturation of online commerce and increased access to the internet and smartphones, which facilitated price comparisons and consumer participation.

During the COVID-19 pandemic, the event reached new records, with e-commerce being driven by changing shopping habits. Today, Black Friday is an opportunity not only for great promotions, but also to create and strengthen bonds of trust with consumers.

Why is brand protection so important on Black Friday?

During Black Friday, the volume of promotions and advertising campaigns increases significantly, attracting millions of consumers. However, this increase in activity also exposes brands to a greater risk of violations, such as:

• The unauthorized reproduction of logos, slogans and other elements of a brand's visual identity in advertisements, websites or products.
• The creating brands that resemble registered trademarks with the aim of confusing consumers and diverting sales is another practice illegal and harmful.
• The sale of counterfeit products with famous brands is a chronic problem that worsens during Black Friday, harming both consumers and genuine brands.
• The use of images protected by copyright in advertising campaigns without due authorization.
• id=""> content plagiarism, with the copying of texts, videos and other creative materials from other brands for use in their own campaigns..

Added to this, the fierce competition at this time can lead less scrupulous companies to adopt unethical practices, such as improper use of keywords and trademarks of their competitors in paid campaigns. This not only damages the brand's image, but can also result in considerable financial losses.

The 13th edition of Black Friday in Brazil, in 2023, recorded 6.8 thousand fraud attempts in operations in national territory. Thus resulting in a loss of R$10 million, according to data from InfoMoney.

Therefore, an important question arises: is it possible to protect yourself against such scams, especially at this time of year?

How to guarantee the protection of your brand during Black Friday 2024

There are several measures that companies can implement to protect their brand against fraud and violations, especially during Black Friday. Check out some of them:

Constant Monitoring

Tools, such as those offered by Branddi, allow you to monitor in real time the use of your brand on digital platforms, such as social networks,ad libraries, websites and marketplaces. This monitoring is essential to identify and combat fraud, such as the sale of counterfeit products or the misuse of the company's logo.

Protection against Brand Bidding

Protecting registered trademark rights is essential, and this includes preventing competitors from using your name or domain in digital marketing campaigns, especially in paid ads and sponsored searches.

Identification of fake products

The increase in counterfeit products is a growing concern during Black Friday. Specialized tools help brands locate these items on sales sites, social networks and marketplaces, in addition to taking the necessary measures to remove them.

Strengthening your digital presence

Investing in content marketing and SEO can not only improve your brand's visibility, but also consolidate your online authority, minimizing the impact of fake profiles that try to impersonate your company.

By adopting these practices, brands brands can significantly reduce risks during Black Friday and ensure that their marketing efforts result in success, without unpleasant surprises.

Black Friday 2024: come with Branddi and take advantage of the opportunities

This year's Black Friday promises to be another great opportunity for companies across all sectors. However, along with the possibilities, there are also challenges in protecting your brand's reputation in the digital environment.

Investing in a robust protection strategy is crucial to avoid financial and image losses. Therefore, those who adopt preventive measures are able to not only make better use of Black Friday's sales potential, but also protect their legacy and reputation over time.

Branddi offers complete solutions to help companies protect their intellectual property, monitoring the use of the brand on different platforms and acting quickly to combat possible threats.

With a specialized team and a wide range of tools, Branddi is ready to help protect your brand, not just on this occasion, but throughout the year.

If you want to know more about how to protect your brand in the digital environment, contact our employees and request a free diagnosis! Discover how we can be the ideal partner for your company to face Black Friday confident and safe.

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