The internet is an environment that demands extreme attention from its users. In recent years, with the increase in volume and variety of online scams, caution needed to be even more refined. But Brazilians seem to have advanced in self-protection strategies against some of the main digital scams, as 84% of respondents in a survey conducted by Branddi, a company specialized in brand protection, say they feel confident when shopping online.
Even with the increase in digital crimes in 2024, which grew by 45% compared to the previous year, according to data from the Association for Personal Data and Consumer Protection (ADDP), Brazilian confidence in virtual shopping has increased by 62% in the last six months.
This apparent contradiction – more crimes, but also more confidence – reveals not only the advancement of protection technologies but also a greater awareness among consumers regarding digital risks. This scenario leads to a consumer movement, as 86% of respondents stated that they are being more attentive at the time of purchase.
Online shopping: the risk of advertisements and digital scams
The world of online shopping presents various risks targeted at consumers, currently concentrating some of the most sophisticated digital scams on the internet. One of the most common involves the use of brand advertisements to target buyers. This category, which uses ads as a means, is gaining more strength in the market, especially with social media, often invading the screens of mobile phones and computers.
In this scenario, some scammers are taking advantage of online ads to commit fraud. They create fake advertisements that mimic the visual identity of well-known brands, such as logos, colors, and language, and direct people to fake websites. These portals are so similar to the real ones that easily deceive consumers. This practice not only puts the consumer at risk but also harms companies, as the scams directly affect their sales and reputation.
Cases like fake promotions advertisements from brands like Magalu, promoted on social media with prices well below the market, are recent examples that cause damage to consumers and harm the reputation of the involved brands. This type of scam is an example of unfair competition.
However, even though currently, ads are targets of digital scams, they are also an effective way to connect brands with desired consumer profiles, promoting their products and services. According to the study, 71% of respondents stated that they have made purchases after being impacted by online ads, and of those respondents, 50% said they buy products or services occasionally, and 21% frequently.
However, at the moment the ad appears, there are some steps that customers typically take before purchasing to ensure the smoothness of the operation. Among these actions are site verification to ensure it is official (80%); checking the existence of other customer reviews (69%); researching the brand or store reputation (65%), and looking for a seal indicating the site’s security (52%).
In addition to ensuring that the buying environment is reliable, other factors influence the purchase decision when seeing an online ad. Among them, the most impactful are the product price or promotion (65%); trust in the brand (58%), and the reputation of the website or store (56%).
Diego Daminelli, CEO of Branddi, explains that from the brand’s perspective, combating digital scams has ceased to be a matter of image to become a strategic priority: “The presence of fraudulent ads not only affects the consumer but directly compromises the results of the brands. Scammers use the strength of legitimate brands to perpetrate scams, diverting traffic and trust. This results in financial losses and undermines the reputation built over time. Therefore, identifying and removing this type of threat should be a strategic priority — not only to protect sales but to preserve the brand’s value.”
Security on the part of companies
When thinking about seeking security when shopping online, there are some steps and initiatives that can be considered in addition to consumer care. Companies and platforms involved in the virtual sale of products can also take an active role.
It is important for brands to monitor their websites and ads to prevent scam actions. One of the most popular fraudulent acts currently includes cloning the official portals of market players that induce consumers, unknowingly, to buy from fake sources. These digital surveillance initiatives protect buyers from acquiring counterfeit products, as well as ensuring that the investment in purchases goes to legitimate channels.
In this scenario, taking actions against digital scams is a point that distinguishes the brand from others by consumers, increasing confidence in those who adopt protection measures. For 88% of the respondents, investing in protection against fake websites and digital scams would be a positive differential for purchase and brand loyalty. Another 11% consider the initiatives important, but understand that companies also need to demonstrate transparency on the subject.
For internet users, companies need to be more active in protecting against digital scams and frauds that improperly use their brands. 57% of respondents believe that brands should actively monitor and remove scam attempts, and 40% think that advertising platforms and social networks should also have more responsibility in this matter.
“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 in consumer safety is a differential. In addition, transparency about the measures taken is of utmost importance, as it reaffirms the company’s concern. And this care needs to be shared by the entire digital ecosystem: not only by brands but also by advertising platforms and social networks, which could also play a role in preventing and removing fraudulent content,” explains Damielli.
“When the consumer perceives that the brand is actively taking care of their safety in the digital environment, they feel more confident to proceed with the purchase. That’s why investing in protection technology and fraud monitoring is not just a technical matter but a strategic one. Security has become synonymous with trust — and trust is now one of the main assets of a brand in the online environment. It is a point of attention that goes beyond mere profit; it is a demonstration of care for the customers who are the essence of the business purpose,” concludes.
Methodology
Public: 500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and above and from all social classes.
Collection: the study data was collected via an online research platform.
Collection Date: conducted on April 16, 2025
