A digital scam can create significant ruptures in the relationship between consumers and brands, undermining trust in the company whose image was misused — even when it is not responsible for what happened. Today, major retail brands are targets of fraudulent actions and end up in a suspicious position, compromising their reputation.
This is what the new research by Branddi, a specialist in brand protection in the digital environment, reveals, identifying the e-commerce sites and marketplaces that currently generate the most distrust among consumers. Among them,The most cited in the survey were OLX (50%), Temu (36%), AliExpress (29%), Shopee (29%), and Mercado Livre (28%)..
It is worth noting that, according to thestudy participants, fake ads on social media are the most common type of scam in their social circles (71%)Next, fake websites appear that impersonate an official store (60%) and emails or messages that direct to pirated portals (52%).
Considering the mentioned scams, which are characterized asunfair competition(when using a brand's image to confuse consumers in fraudulent activities), Procon has been warning the public about this type of fraud. The agency draws attention to the use of fake profiles and artificial intelligence as resources to simulate campaigns of well-known companies, usually offering products at prices below market value or unrealistic advantages, with the aim of misleading consumers.
Diego Daminelli, CEO of Branddi, talks about the importance of businesses staying protected in order to maintain the connection with consumers: "When a brand is used in a scam, the affected customer usually associates this negative experience with the company itself, even if it was not responsible for the fraud. Therefore, taking care of the digital presence goes beyond a technical issue: it is an essential strategy for reputation and trust management."
Protection actions are a criterion of trust
The good news for brands is that, even after negative experiences, many consumers are willing to reevaluate their decisions, as long as they perceive a responsible and transparent stance from the companies.
To53% of the respondents, a implementation of more visible protection measures on the website It is the main factor that would increase credibility after a coup.Other 42% mentioned the importance of a public stance on the case, and 42% value strengthening communication about frauds through official channels.
"Brands can no longer wait for the problem to happen to act. Today, consumers expect companies to be attentive, communicate risks, and act preventively. Taking a guiding role on their own channels, educating the population in advance, also proves to be an extremely well-regarded attitude. This digital responsibility helps build the trust that customers place in brands," concludes Daminelli.
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 June 12, 2025.
