The internet is an environment that requires extreme attention from its users. In recent years, with the increase in volume and variety of online scams, care has needed to be even more refined.But Brazilians seem to have already advanced in self-protection strategies for some of the main digital scams, because 84% of respondents from a survey developed by Branddi, a company specializing in brand protection, say they feel confident when buying 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 Data and Consumer (ADDP), the brazilians' confidence in buying virtually increased by 62% in the last six months.
This apparent contradiction between more crimes, but also more trust 'DE reveals not only the advancement of protection technologies, but also a greater awareness of consumers in the face of digital risks. This scenario converges to a consumer movement, since 86% of respondents said they were considering themselves more attentive at the time of purchase.
Online shopping: the risk of ads and digital scams
The universe of online shopping presents several risks directed to the consumer, concentrating today 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 medium, has been gaining more and more strength in the market, especially with social networks, and that often invade the screens of mobile phones and computers.
In this scenario, some scammers are taking advantage of online ads to apply fraud. They create fake advertisements that mimic 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 easily deceive consumers. This practice, in addition to putting the consumer at risk, also harms companies, since scams directly affect their sales and reputation.
Cases such as ads for fictitious promotions of brands like Magalu, published on social networks with prices far below the market, are recent examples that cause damage to consumers and damage to the reputation of the brands involved.
But even though ads are currently the target of digital scams, they are also an effective way to connect brands to desired consumer profiles by promoting their products and services 71% of respondents said they have already bought after being impacted by online advertisements, and of these respondents, 50% said they purchase products or services a few times, and 21% often.
However, at the time the ad appears, there are some steps that are usually done by customers before the purchase, to ensure peace of mind. Among these actions are the verification of the site to be sure that it is official (80%); checking for the existence of evaluation of other customers (69%); and search for brand or store reputation (65%), and look for any badge that indicates site security (52%).
In addition to ensuring that the buying environment is reliable, other factors influence the acquisition decision when viewing an online ad. Among them, the ones that most impact are the price or promotion of the product (65%); brand trust (58%), and the reputation of the website or store (56%).
Diego Daminelli, CEO of Branddi, explains that, from the point of view of brands, the fight against digital scams is no longer 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 brands. Scammers use the strength of legitimate brands to apply scams, diverting traffic and trust. This generates financial loss and still corrodes the reputation built over time. Therefore, identifying and removing this type of threat must be a strategic priority (To protect sales, but to preserve the value of the brand.”
Security by companies
When thinking about the search for safety when buying online, there are some steps and initiatives that can be considered beyond the care of the consumer. Companies and platforms involved in the virtual sale of products can also be active.
It is important for brands to monitor their websites and ads while avoiding scamming actions.One of the most popular scam acts currently includes cloning the official websites of players, market that unknowingly induce consumers to buy from fake sources.These digital surveillance initiatives protect buyers from purchasing counterfeit products, and ensure that investment from purchases goes to legitimate channels.
In this scenario, taking action against digital scams is a point that distinguishes the brand from the others by consumers, increasing confidence in those who adopt protective measures. For 88% of respondents, investment in protection against fake websites and digital scams would be a positive differential for buying and loyalty with a brand. Another 11% consider the initiatives important, but understand that companies also need to demonstrate transparency on the subject.
For the internet users, companies need to be more active in protecting against scams and digital fraud that misuse their brands. 57% of respondents understand that brands should actively monitor and remove scam attempts, and 40% think that ad and social media platforms should also have more responsibility within this theme.
“This is an important point of attention for companies seeking 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 concern of the company. And this care needs to be shared throughout the digital ecosystem: not only by brands, but also by ad platforms and social networks, which could also play a role in the prevention and removal of fraudulent content”, explains Damielli.
“When the consumer realizes that the brand is actively taking care of their security in the digital environment, he feels more confident to follow with the purchase. That is why investing in fraud protection and monitoring technology is not only a technical issue, but strategic. Security has become synonymous with trust & trust, today, is one of the main assets of a brand in the online environment. It is a point of attention that goes beyond the profit itself, it is the demonstration of care with customers who are the essence of the purpose of business”, concludes.
Methodology
Audience: 500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and above, from all social classes.
Collection: the study data was collected via an online research platform.
Collection date: held on April 16, 2025
