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..
In this context, even with a feeling of confidence, the world of online shopping presents several risks directed at the consumer, being an environment that today concentrates 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.
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..
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.
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."
This is an important point of attention for companies seeking to attract and retain customers, as well as maintain their reputation. In a time when digital scams are constant, offering options that enhance consumer security is a differentiator. When the consumer perceives that the brand is actively caring for their safety in the digital environment, they feel more confident to proceed with the purchase. Security has become synonymous with trust — and trust is now one of a brand's main assets online. It is a point of attention that goes beyond profit itself; it is a demonstration of care for customers who are the essence of the business's purpose, 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
