Segurança
Brands that watch for digital scams earn the trust of 88% of users
branddi ·
The internet is an environment that demands extreme attention from its users. In recent years, with the increase in the volume and variety of online scams, care has to become even more careful. But Brazilians seem to have already advanced in self-protection strategies for some of the main digital scams, as 84% of respondents to a survey developed by Branddi, a company specializing in brand protection, say they feel confident when purchasing 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 Defense of Personal and Consumer Data (ADDP), Brazilians' confidence in purchasing virtually has 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 towards a consumer movement, as 86% of respondents said they consider themselves more attentive when purchasing.
Online shopping: the risk of advertisements and digital scams
The world of online shopping presents several risks aimed at the consumer, today concentrating some of the most sophisticated digital scams on the internet. One of the most common involves the use of brand ads to reach buyers. This category, which uses advertisements as a means, has been gaining more and more strength in the market, especially with social networks, which often invade cell phone and computer screens.
In this scenario, some scammers are taking advantage of online advertisements to carry out fraud. They create false advertisements that imitate the visual identity of well-known brands, such as logo, colors and language, and direct people to fake websites. These portals are so similar to the real ones that they easily deceive consumers. This practice, in addition to putting consumers at risk, also harms companies, as scams directly affect their sales and reputation. 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 of connecting brands to the desired consumer profiles, promoting their products and services. According to the study, 71% of respondents stated that they have already purchased after being impacted by online advertisements, and of these respondents, 50% said they purchased products or services sometimes, and 21% frequently.
However, at the moment the ad appears, there are some steps that are normally taken by customers before purchasing, to ensure smooth operation. These actions include checking the website to make sure it is official (80%); checking the existence of reviews from other customers (69%); researching the reputation of the brand or store (65%), and looking for a seal that indicates site security (52%).
In addition to ensuring that the shopping environment is trustworthy, other factors influence the purchase decision when seeing an online ad. Among them, those that have the greatest impact are the price or promotion of the product (65%); trust in the brand (58%), and the reputation of the website or store (56%).
Diego Daminelli, CEO of Branddi, explains that, from the brands' point of view, combating digital scams is no longer a matter of image but has become a strategic priority: "The presence of fraudulent advertisements not only affects the consumer, but directly compromises the brands' results. Scammers use the strength of legitimate brands to carry out scams, diverting traffic and This generates financial loss and also 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 the value of the brand.”
Security on the part of companies
When thinking about the search for security when purchasing online, there are some steps and initiatives that can be considered in addition to the care on the part of the consumer. Companies and platforms involved in the virtual sale of products can also be active.
It is important that brands monitor their websites and advertisements to avoid scammers. One of the most popular fraudulent acts today includes the cloning of official marketplayerportals that trick consumers into unknowingly purchasing from fake sources. These digital surveillance initiatives protect buyers from purchasing counterfeit products, in addition to ensuring that investment in purchases goes to legitimate channels.
In this scenario, taking action against digital scams is a point that distinguishes the brand among others by consumers, increasing confidence in those who adopt protective measures. For 88% of respondents, investing in protection against fake websites and digital scams would be a positive differentiator for purchasing and building loyalty with a brand. Another 11% consider the initiatives important, but understand that companies also need to demonstrate transparency on the topic.
For internet users, companies need to be more active in protecting against scams anddigital frauds that misuse their brands. 57% of respondents understand that brands must actively monitor and remove scam attempts, and 40% think that advertising and social media platforms should also have more responsibility on this topic.
“This is an important point of attention for companies looking to attract and retain customers. At a time when digital scams are constant, offering options that will help with consumer safety is a differentiator. Furthermore, transparency about the measures taken is extremely important, as reaffirms the company's concern. And this care needs to be shared across the entire digital ecosystem: not only by brands, but also by advertising and social media platforms, which could also play a role in preventing and removing fraudulent content”, explains Damielli. 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 profit itself, it is the demonstration of care for customers who are the essence of the purpose of business”, he concludes.
Methodology
Public: 500 Brazilians were interviewed from all states of the country, including women, 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: carried out on April 16, 2025.