Geral
Perfis fakes: como a nova lei pode impactar sua marca?
BranddiIP Team ·
Fake accounts on social media may have their days numbered! Brazil is moving towards taking a decisive step against this type of practice: PL 675/2025 opens up space to transform false digital identity into a crime.
It is a movement that represents both unprecedented protection and new challenges for Brazilian brands. If, on the one hand, the law creates tougher mechanisms against virtual attacks, on the other hand it also requires increased attention to digital strategies themselves.
Do you want to understand how this project can change the rules of the game? We have prepared a guide to explain everything about how the new law can impact your brand.
What does the law say?
According to the official portal of the Federal Senate, PL 675/2025 proposes to create the crime of “False digital identity” in the Penal Code (new art. 171-B). The objective is to punish anyone who creates, uses or maintains a false profile/identity in digital media in order to manipulate people, obtain an illicit advantage or cause damage to the honor, image, psychological integrity or property of third parties. (1/3 double)when: there is use of images, videos or personal data of third parties without authorization; the agent simulates identity to maintain an emotional relationship (example: catfishing) or induces an act of asset disposition;Prison of 4 to 8 years and fineif the crime is committed against a child, teenager, elderly person or person with a disability; to obtain undue economic benefit or extortion; or with the disclosure/exposure of the victim's intimate content.The text seeks, with these changes, to fill the regulatory gap on fake profiles and strengthen investigation and accountability.
What are the impacts for brands?
The changes bring punishments for those who use digital identities illicitly, but require more attention from companies in the way they protect themselves in the online environment:
Shield against cyber attacks image
According to data from Branddi, 60% of Brazilians would stop buying from a brand after it was involved in digital scams, even though these brands are not directly responsible. reviewsA study shows that fake reviews generate an estimated loss of US$ 152 billion per year in global digital commerce. But, in Brazil, these fake reviews to bring down grade on marketplaces or reputations on social networks may have their days numbered.
With the criminalization of false identity on the internet, it becomes more It's easy for brands to take action against those who try to manipulate customer perceptions.
Reinforced digital transparency
Approval of the project could pressure platforms and brands to adopt more transparency in their digital interactions. At the same time, it will require companies to review marketing practices to avoid any association with inauthentic profiles.
What harm is caused by fake accounts?
By hiding behind false identities, scammers and haters have room to manipulate, deceive and attack. See the main damages:
Defamation
Fake accounts can spread rumors, distorted news or malicious comments that tarnish the imageof people and brands in minutes.
Organized boycotts
Groups of inauthentic profiles can inflate reviews, bring down ratings and create artificial boycott campaigns to damage the credibility of companies.
Financial scams
Many fake profiles are used to impersonate companies or people, deceiving users in sweepstakes schemes, fake promotions or requests for money.
Misuse of data
In addition to deceiving, fake profiles often collect personal information in a misleading way and open the way for invasions of privacy and new scams.
What are the good practices for monitoring and responding to digital incidents?
Even though PL 675/2025 brings punishments for those who use fake profiles, the immediate responsibility to monitor and report abuses continues to fall on companies.
1. Hunt for signs of incidents in real time
Monitoring can be structured on two fronts:
- Do social listening in real time with the use of tools that track brand mentions on social networks, forums and news portals to identify abnormal spikes in citations that may indicate a coordinated attack;
- Treat digital incidents as asecurity risk, and then align marketing and IT for early detection of attacks associated with the brand.
2. Respond quickly
For response management, our suggestion is to follow some internal protocols:
- Pre-established documents with approval flows, responsible for area and standard messages for each type of incident (defamation, fake news or scam);
- Use of verified official channels to publish responses and reduce the risk of confusion or amplification of rumors.
3. Formalize reports
The strategic response is only consolidated with official registration:
- Requestremoval of profiles or harmful content based on the policies of each platform;
- Collect prints, URLs and logs with date/time for possible legal action or defense of the brand in legal disputes;
- Registeroccurrence reports and communicate police stations specializing in cyber crimes.
Despite the new legal provisions that can be created with the law on fake profiles in Brazil, the first line of defense continues to be the company itself.
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