The internet is an environment that requires extreme attention from its users. In recent years, with the increase in the volume and variety of online scams, caution had to become even more meticulous. But Brazilians seem to have already advanced in self-protection strategies against some of the main digital scams, because84% of respondents in a survey conducted by Branddi, a company specialized in brand protection, say they feel confident when shopping online..
And even with the increase in digital crimes in 2024, which grew by 45% compared to the previous year, according to data from the Personal Data and Consumer Defense Association (ADDP),The confidence of Brazilians when shopping virtually 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 a greater awareness among consumers of digital risks. This scenario converges towards a movement of consumers, since86% of respondents stated that they are currently being more attentive when making purchases.
Online shopping: the risk of ads and digital scams
The universe of online shopping presents various risks directed 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 reach buyers. This category, which uses advertisements as a means, has been gaining more and more strength in the market, especially with social media, which frequently invade the screens of cell phones and computers.
In this scenario, some scammers are taking advantage of online ads to commit fraud. They create fake advertisements that imitate 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 they easily deceive consumers. This practice, in addition to putting consumers at risk, also harms companies, as scams directly affect their sales and reputation.
Cases such as announcements of fictitious promotions by brands like Magalu, shared on social media with prices well below market value, are recent examples that cause harm to consumers and damage the reputation of the involved brands. This type of scam is an example of unfair competition.
But, even though ads are currently targeted by digital scams, they are also an effective way to connect brands with the desired consumer profiles, promoting their products and services. According to the study,71% of respondents stated that they have already made a purchase after being impacted by online advertisements, with 50% of these respondents saying they buy products or services occasionally, and 21% frequently..
However, at the moment the ad appears, there are some steps that customers usually take before making a purchase to ensure the smoothness of the operation.Among these actions are verifying the website to ensure it is official (80%); checking for reviews from other customers (69%).research on the brand or store reputation (65%), and looking for a badge indicating the site's security (52%).
In addition to ensuring that the shopping environment is trustworthy, other factors influence the purchasing decision when viewing an online ad.Among them, the most impactful 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' perspective, combating digital scams has ceased to be a matter of image and has become a strategic priority: "The presence of fraudulent ads not only affects the consumer but also directly compromises the brands' results. Scammers use the strength of legitimate brands to carry out scams, diverting traffic and trust. This causes financial loss and also erodes 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 by companies
When considering the pursuit of security when shopping online, there are some steps and initiatives that can be considered beyond the consumer’s caution. The companies and platforms involved in virtual product sales can also be active.
It is important for brands to monitor their websites and ads to prevent fraudulent actions. One of the most popular fraudulent acts nowadays includes cloning official portals ofplayersof the market that induce consumers to, unknowingly, buy from fake sources. These digital surveillance initiatives protect buyers from purchasing counterfeit products, as well as ensure that investment in acquisitions goes to legitimate channels.
In this scenario, taking action against digital scams is a point that sets the brand apart from others in the eyes of consumers, increasing trust in those that adopt protective measures.For 88% of respondents, investing in protection against fake sites and digital scams would be a positive differentiator for purchasing and brand loyalty. Another 11% consider the initiatives important but believe that companies also need to demonstrate transparency on the subject.
For theInternet users, companies need to be more proactive in protecting against digital scams and frauds that misuse 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 bear more responsibility in this area.
"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 enhance consumer security is a differentiator. Furthermore, transparency about the measures taken is of utmost importance, as it reaffirms the company's concern. And this care must 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 security in the digital environment, they feel more confident to proceed with the purchase. That is why investing in protection and fraud monitoring technology is not just a technical issue, but a strategic one. Security has become synonymous with trust — and trust, today, is one of a brand's main assets in the online environment. It is a point of attention that goes beyond profit itself; it is a demonstration of care for the customers who are the essence of the business's purpose," he concludes.
Methodology
Public:500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and older, from all social classes.
Collection:The study data was collected via an online survey platform.
Collection date:conducted on April 16, 2025
