A digital scam can create significant disruptions in the relationship between consumers and brands, shaking trust in the company whose image was misused—even when it is not responsible for the incident. Today, major retail brands are targets of fraudulent actions and end up falling under suspicion, with their reputation compromised.
This is what the new research by Branddi, a specialist in brand protection in the digital environment, reveals, identifying the e-commerce platforms and marketplaces that currently raise the most suspicion among consumers. Among them, the most mentioned in the survey were OLX (50%), Temu (36%), AliExpress (29%), Shopee (29%), and Mercado Livre (28%).
It is worth noting that, according to the study participants, fake ads on social media are the most common type of scam in their social circles (71%). Next are fake websites posing as official stores (60%) and emails or messages redirecting to pirated portals (52%).
Considering the mentioned scams, which constitute unfair competition (by using a brand’s image to mislead consumers in fraudulent actions), Procon has been warning the public about this type of fraud. The agency highlights the use of fake profiles and artificial intelligence to simulate campaigns from well-known companies, often offering products at below-market prices or unrealistic benefits, aiming to deceive consumers.
Diego Daminelli, CEO of Branddi, speaks about the importance of businesses staying protected to maintain consumer trust: ‘When a brand is used in a scam, the affected customer often associates this negative experience with the company itself, even if it was not responsible for the fraud. Therefore, managing digital presence goes beyond a technical issue: it is an essential strategy for reputation and trust management.’
Protection actions are a trust criterion
The good news for brands is that, even after negative experiences, many consumers are willing to reconsider their decisions, provided they see a responsible and transparent stance from the companies.
For 53% of respondents, the implementation of more visible protection measures on the website is the main factor that would increase credibility after a scam. Another 42% mentioned the importance of a public statement on the case, and 42% value reinforced communication about fraud on official channels.
‘Brands can no longer wait for the problem to occur before acting. Today, consumers expect companies to be vigilant, communicate risks, and take preventive action. Assuming a guiding role on their own channels, educating the public in advance, is also seen as an extremely positive attitude. This digital responsibility helps build the trust consumers place in brands,’ concludes Daminelli.
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 gathered via an online research platform.
Collection date: conducted on June 12, 2025.
