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Impersonation scams: how to protect your brand from these schemes?
branddi ·
Impersonation scams are one of the sneakiest and most damaging digital threats brands face today.
This malicious tactic, where criminals impersonate your company (performing the act of impersonation), aims to deceive your customers, steal confidential data and erode hard-earned trust. In other words, protecting yourself against these impersonators is not just a security measure, it is a necessity to preserve the integrity of your brand.
Here at Branddi, as experts dedicated to intelligent brand protection, we deal directly with the complexity and damage caused by impersonation scams every day. That's because our experience in monitoring and combating these threats uniquely positions us to guide you. w-richtext-align-fullwidth" style="max-width:1600px" data-rt-type="image" data-rt-align="fullwidth" data-rt-max-width="1600px">Impersonation scams, known in Portuguese as impersonation scams or digital misrepresentation frauds, are a specific type of fraud where criminals impersonate (impersonate) a trusted entity. or Social Security), a bank, or even a public figure.
The main objective of these impersonators is always to deceive the victim. To do this, they seek to convince you to:
- Provide sensitive personal information (such as passwords, CPF numbers, bank details);
- Click on malicious links that direct the consumer to false pages;
- Buy gift cards and provide the codes (a common method as it is difficult to track).
The scale of this problem is vast and is growing. Data from Federal Trade Commission (FTC) of the United States, a global reference in the fight against fraud, are a strong indication.
In 2023, the FTC registered more than 330,000 reports of corporate impersonation scams and almost 160,000 of government impersonation scams.
Together, These impersonation scams represented almost half of all cases reported directly to the agency.
The financial loss is equally impactful: reported losses due to impersonation scams exceeded US$1.1 billion in 2023 alone, a figure that is more than triple that recorded in 2020.
This demonstrates not only the frequency, but the growing effectiveness of these fraudulent tactics and the urgent need to protection against them.
The main types of impersonation scams
Impersonation scams manifest themselves in different ways, as criminals adapt their strategies constantly.
To do this, they exploit multiple channels – such as email, social networks, SMS and telephone – to practice the act of impersonation and deceive the public, making the Identifying these scams is a challenge.
A FTC research that we cited earlier also provides data that illustrates this variety: while phone calls were the most reported contact method for impersonation scams in 2023 in the US, text messages (SMS) caused the highest average losses in scams posing as companies. This shows how impersonators strategically choose channels.
Understanding the most frequent tactics is vital for defense. Therefore, below, we will detail the most common types of impersonation scams that your brand and your customers may encounter.
Brand impersonation
In brand impersonation, your brand becomes the mask worn by criminals.
This type of impersonation scam involves the creation of a false online presence that imitates your visual identity and name to deceive customers.
This happens through fake profiles on social networks advertising non-existent offers, cloned websites (phishing), deceptive paid advertisements that divert traffic and even fake mobile applications.
The direct result for the company victim of this impersonation is the erosion of customer trust, loss of revenue, significant reputational damage and an increase in demand for customer support to deal with scam victims.
Employee impersonation
Different from the external focus, employee impersonation targets the identity of an employee. In other words, impersonators obtain employee credentials (via phishing, leaks) and use them to impersonate them within the organization.
The objective of this impersonation scam may be to access restricted internal systems, steal corporate or customer data, commit financial fraud, authorizing improper payments or apply social engineering against other colleagues to obtain more access or information.
This act represents a serious threat to internal security, compromising data, finances and the operation. data-rt-max-width="1600px">executive impersonation intensifies the danger of impersonation scams, with scammers exploiting the authority of leaders like CEOs for greater credibility.
And, unfortunately, This tactic is on the rise. According to Fortra data released in January 2024, the impersonation of executives on social networks reached a historic peak in the third quarter of 2023, representing more than 54% of the total volume of impersonations on these platforms and surpassing, for the first time, that of brands. And AI is often used to create realistic fake profiles and escalate these attacks.
This impersonation scam exploits trust in leadership, directly threatening the finances and security of your entire company.
How do impersonation scams affect your brand?
Impersonation scams can seem like a distant or secondary threat to many companies, often operating discreetly, almost invisible in daily routine.
However, underestimating the impact of these scams is a dangerous mistake. After all, behind the facade of isolated incidents, impersonation scams have considerable destructive potential. obvious.
Reputation damage
When impersonators use your brand name to carry out scams, the most immediate and perhaps longest-lasting consequence is reputational damage.
Consumer trust is a valuable asset, and research CX Trends 2024 (Octadesk/Opinion Box) reinforces this: for 54% of Brazilian consumers, the company's reputation on Reclame Aqui is a decisive factor when choosing between stores with the same price. Furthermore, 48% use this platform to research before purchasing. id="">And this happens in multiple ways:
- Customers may make payments to impersonators thinking they are buying from you;
- Legitimate sales may be lost as fearful consumers avoid your brand;
- Clicks on paid ads may be diverted to fake sites, wasting your advertising budget marketing.
In addition, there are indirect costs associated with resolving problems. Kroll Global Fraud and Risk Report (2022), as mentioned by FreeGameGuide, pointed out that 75% of organizations interviewed in Brazil recognized significant impacts of impersonation scams in the last three years, even with controls in place. data-rt-max-width="1600px">In other words, impersonation scams are a relevant component of this scenario, draining revenue that should go to your business.
Impact on partners and stakeholders
A brand's network of trust goes beyond customers. This is because impersonation scams can also undermine relationships with business partners, suppliers, investors and other stakeholders.
Imagine an impersonator posing as an executive to send a false payment request to a supplier, or a scam that affects investors and generates negative publicity.
These incidents create doubts about the protection and stability of your company. This is because partners may become more cautious when doing business, investors may question risk management, and the overall perception of your brand in the business ecosystem may be harmed due to association with false activities linked to impersonation scams. legal.
Depending on the nature of the scam and the jurisdiction, your company could be investigated for data protection failures (if customer data is exposed in the process) or even face legal action from victims, who may allege negligence.
That is, failing to demonstrate reasonable efforts to combat the scammers targeting your brand can result in heavy fines and sanctions, turning a problem into a legal and regulatory crisis.
Increased operational costs
Dealing with the consequences of impersonation scams generates significant direct and indirect operational costs.
This is because your customer support team is overwhelmed, hours of work are spent identifying and removing fake content (websites, profiles) created by impersonators, and it may be necessary investing in tools and consultancy.
The IBM/Ponemon Institute Cost of a Data Breach 2024 report reveals that the global average cost of a data breach reached US$4.88 million in 2024, the highest value ever recorded. And while this number encompasses many different types of breaches, many of them begin with impersonating tactics (like phishing). id="">The study also highlights that post-breach response activities and lost business were responsible for 75% of the increase in average costs. In other words, it is no exaggeration to say that combating impersonation scams consumes valuable resources that could be invested in business growth.
Loss of competitive advantage
While your team dedicates precious time and resources to combating impersonation scams and mitigating their damage, your competitors may be focused on innovation, marketing and customer acquisition. After all, the constant need to "put out fires" caused by impersonators diverts your company's strategic focus.
As a result, a damaged reputation can lead customers to opt for competitors perceived as safer. What in a competitive market can result in a tangible loss of market share and competitive advantage in the long term.
Signs that indicate your brand is suffering from impersonation
Identifying impersonation scams early can limit the damage to your brand. Therefore, be aware of certain indicators that suggest that impersonators may be actively impersonating your company.
Recognizing these warning signs is the first step to taking protective action. Here are some very clear ones:
- Unusual increase in complaints:customers reporting false promotions, unknown charges or unreceived orders;
- Fake profiles and websites: discovery of pages on social networks or websites using your logo and name without permission;
- Alerts from platforms ads: notifications about policy violations in ad campaigns that your team did not create;
- Negative online mentions: complaints on platforms like Reclame Aqui mentioning scams linked to your brand;
- Suspicious communications: reports from customers or partners about dubious emails or messages that appear to come from your company;
- Anomalies in marketing metrics: Strange fluctuations, such as a sudden increase in the Cost Per Click (CPC) of your branded keywords, indicating possible brand bidding by impersonators.
How to protect your brand from impersonation scams?
Given the complexity and growing volume of impersonation scams, it can seem like a battle difficult to protect your brand effectively.
However, robust protection is not only possible, it is an essential practice for the health and longevity of your business in the digital environment.
This is where Branddi's expertise comes into play. As experts in intelligent brand protection, we develop a proactive approach and use advanced technology with a single objective: to shield your brand against impersonators and impersonating tactics. That is, it is not just about reacting, but about building solid defenses.
In the next topics, we will detail the specific strategies and solutions that Branddi employs to neutralize impersonation scams and ensure the security of your online identity.
Make your employees aware of digital protection
The front line against many impersonation scams, especially those that aim to obtain internal access (such as phishing directed at employees or employee impersonation), are your own employees.
Therefore, it is vital to invest in constant training on the topic: well-informed employees are better able to identify phishing emails, social engineering attempts and other tactics used by impersonators.
As highlighted in an article by Olhar Digital based on data from Mastercard/Datafolha, although 84% of Brazilian companies consider digital protection "very important", many still fail to prioritize it in practice, resulting in high frequency of scams.
For this reason, training should cover the identification of suspicious communications, the importance of strong and unique passwords, and procedures for reporting dubious activities.
Remember: an aware team is a powerful asset in preventing the success of impersonation scams.
Implement internal security policies protection
In addition to awareness, it is necessary to establish robust and clear internal policies that define how to handle sensitive information and potential impersonation scam threats.
This includes guidelines on data sharing, use of company devices, mandatory two-factor authentication (MFA), and formal processes for vetting unusual requests (especially financial, to combat CEO/BEC scams, a form of executive impersonation).
Having well-defined policies not only guides employees on the correct actions, but also creates a governance structure that strengthens the company's overall security posture against the tactics of impersonators.
These policies should be communicated regularly and be part of the onboarding of new employees, reinforcing the security culture against the act of impersonation.
Monitor and protect your social networks
Social networks are a fertile ground for impersonation scams, especially brand impersonation and executive impersonation. It is for this reason that impersonators create fake profiles to deceive customers, spread misinformation or carry out scams.
To defend your business, therefore, it is essential to actively monitor platforms such as Instagram, Facebook, LinkedIn, X, etc., in search of accounts that are impersonating your brand or its leaders. This includes checking for similar usernames, unauthorized use of your logo, and suspicious posts. However, in addition to monitoring, it is necessary to have an agile process to report and request the removal of these fake profiles from the platforms. is detected, the speed of the response is crucial to mitigating the damage. After all, the longer a fake profile, a phishing site or a fraudulent advertisement remains active, the greater the number of potential victims and the greater the negative impact on your brand.
In other words, a quick investigation to confirm the threat and immediate action to request removal (takedown) are essential. This is because delays can result in greater financial losses, more extensive reputational damage and even legal complications.
This is where Branddi's agility and expertise become a differentiator: our team and technology are designed to identify and act against impersonators and impersonating acts with maximum efficiency, minimizing the window of exposure and the serious consequences of these scams.
Shield your brand against impersonation scams with Branddi!
At Branddi, we defend your identity against impersonators who impersonate your business online. This is due to 24/7 monitoring by AI and dedicated experts, who quickly identify and remove fraudulent content and profiles on all digital platforms – from monitoring to takedown, completely and unlimitedly.
Our goal is to neutralize impersonation scams, reducing your risks, protecting your customers and preserving the reputation you have built: trust Branddi's shielding marketing to be your shield against these digital threats!