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, caution has needed to become even sharper. 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, say they feel confident when shopping online.
In this context, even with a sense of confidence, the online shopping universe presents various risks aimed at consumers, being an environment that now concentrates 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 strength in the market, especially with social networks, and frequently invades the screens of cell phones and computers.
But 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 impacted by online ads, with 50% of these respondents saying they purchase products or services occasionally, and 21% frequently.
In this scenario, some fraudsters 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 portals 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 scams directly affect their sales and reputation.
Cases such as ads for fictitious promotions of brands like Magalu, advertised on social networks with prices well below market value, are recent examples that cause losses to consumers and damage to the reputation of the brands involved. This type of scam is an example of unfair competition.
However, when the ad appears, there are some steps that customers usually take before making a purchase to ensure peace of mind in the transaction. Among these actions are verifying the website to ensure it is official (80%); checking for reviews from other customers (69%); researching the reputation of the brand or store (65%), and looking for some seal indicating the site’s security (52%).
In addition to ensuring the shopping environment is trustworthy, other factors influence the decision to purchase when 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 website or store (56%).
Diego Daminelli, CEO of Branddi, explains that, from the brands’ perspective, combating digital scams has ceased to be an image issue and has become a strategic priority: ‘The presence of fraudulent ads not only affects the consumer but directly compromises the brands’ results. Scammers use the strength of legitimate brands to commit 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.’
‘This is an important point of attention for companies seeking to attract and retain customers, in addition to maintaining their reputation. In a time when digital scams are constant, offering options that will help consumer security is a differentiator. When the consumer perceives that the brand is actively caring for their security in the digital environment, they feel more confident to proceed with the purchase. Security has become synonymous with trust—and trust today is one of the main assets of a brand in the online environment. It is a point of attention that goes beyond profit itself; it is the demonstration of 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 survey platform.
Collection date: conducted on April 16, 2025
