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, the need for caution has become even greater. But Brazilians seem to have already advanced in self-protection strategies for some of the main digital scams, as 84% of respondents in a survey conducted by Branddi, a company specialized in brand protection, claim to 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 Association for the Defense of Personal Data and Consumers (ADDP), Brazilians’ 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 greater consumer awareness of digital risks. This scenario aligns with a consumer movement, as 86% of respondents said they are paying more attention when making purchases.
Online shopping: the risks of ads and digital scams
The world of online shopping presents various risks aimed at consumers, now hosting 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, has been gaining increasing traction in the market, especially on social media, frequently appearing on mobile and computer screens.
In this scenario, some scammers are taking advantage of online ads to commit fraud. They create fake ads that mimic the visual identity of well-known brands, such as logos, colors, and language, and direct people to fake websites. These sites are so similar to the real ones that they easily deceive consumers. This practice not only puts consumers at risk but also harms companies, as the scams directly affect their sales and reputation.
Cases like ads for fake promotions of brands such as Magalu, advertised on social media with prices well below market value, are recent examples that cause losses to consumers and damage the reputation of the brands involved. This type of scam is an example of unfair competition.
However, even though ads are currently a target for digital scams, they are also an effective way to connect brands to desired consumer profiles, promoting their products and services. According to the study, 71% of respondents said they have made purchases after being influenced by online ads, with 50% of these respondents saying they bought products or services occasionally and 21% frequently..
However, when an ad appears, there are some steps that customers typically take before making a purchase to ensure the transaction is secure. Among these actions are verifying the site to ensure it is official (80%); checking for customer reviews (69%); researching the brand or store’s reputation (65%), and looking for a security seal on the site (52%).
Besides ensuring the shopping environment is trustworthy, other factors influence the decision to purchase after seeing an online ad. Among them, the most impactful are the product’s price or promotion (65%); trust in the brand (58%), and the reputation of the site or store (56%).
Diego Daminelli, CEO of Branddi, explains that, from a brand perspective, the fight against digital scams has shifted from an image issue to a strategic priority: ‘The presence of fraudulent ads not only affects the consumer but also directly compromises brand results. Scammers use the strength of legitimate brands to commit scams, diverting traffic and trust. This causes financial losses and erodes the reputation built over time. Therefore, identifying and removing these threats should be a strategic priority—not only to protect sales but to preserve brand value.’
Security from companies
When considering security in online shopping, there are additional steps and initiatives beyond consumer vigilance. The companies and platforms involved in virtual product sales can also take active measures.
It is important for brands to monitor their websites and ads to prevent fraudulent activities. One of the most popular fraudulent acts today involves cloning the official portals of players in the market, leading consumers to unknowingly purchase from fake sources. These digital surveillance initiatives protect buyers from purchasing counterfeit products and ensure that acquisition investments go to legitimate channels.
In this scenario, taking action against digital scams is a point that distinguishes brands from others in the eyes of consumers, increasing trust in those that adopt protective measures. For 88% of respondents, investment in protection against fake sites and digital scams would be a positive differentiator for purchasing from and remaining loyal to a brand. Another 11% consider these initiatives important but believe companies also need to demonstrate transparency on the issue.
For internet users, companies need to be more active in protecting against scams and digital fraud that misuse their brands. 57% of respondents believe brands should actively monitor and remove scam attempts, and 40% think ad platforms and social networks should also take more responsibility on this issue.
‘This is an important point of attention for companies seeking to attract and retain customers. At a time when digital scams are constant, offering solutions that enhance consumer security is a differentiator. Moreover, transparency about the measures taken is extremely important, as it reaffirms the company’s concern. This care needs to be shared across the entire digital ecosystem: not just by brands but also by ad platforms and social networks, which could also play a role in preventing and removing fraudulent content,’ explains Damielli.
‘When consumers perceive that a brand is actively ensuring their safety in the digital environment, they feel more confident to proceed with the purchase. This is why investing in fraud protection and monitoring technology is not just a technical issue but a strategic one. Security has become synonymous with trust—and trust today is one of the main assets of a brand in the online environment. It’s a point of attention that goes beyond profit; it demonstrates care for customers, who are the essence of business purpose,’ he 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: conducted on April 16, 2025.
