A digital scam can significantly disrupt the relationship between consumers and brands, undermining trust in the company whose image was misused—even when it bears no responsibility for the incident. Today, major retail brands are targets of fraudulent actions and end up in a position of suspicion, with their reputations compromised..
This is the finding of a new survey by Branddi, a specialist in brand protection in the digital environment, which revealed 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%), Shoppe (29%) and Mercado Livre (28%).
It is worth noting that, according to the study participants found that fake social media ads were the most common type of scam in their social circles (71%). Next come fake websites that pretend to be an official store (60%) and emails or messages that direct to pirate portals (52%).
Considering the aforementioned scams, which are configured as unfair competition (using a brand’s image to confuse consumers in fraudulent actions), 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 tools to simulate campaigns by well-known companies, often offering products at below-market prices or unrealistic benefits, with the aim of misleading consumers..
Diego Daminelli, CEO of Branddi, discusses the importance of businesses staying protected to maintain their relationships with consumers: “When a brand is used in a scam, the affected customer often associates this negative experience with the company itself, even if it wasn’t responsible for the fraud. Therefore, maintaining a digital presence goes beyond a technical issue: it’s an essential reputation and trust management strategy.”
Protective 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 approach from companies.
To 53% of respondents, the implementation of more visible protection measures on the website is the main factor that would increase credibility after a coup. Another 42% mentioned the importance of a public stance on the case, and 42% valued increased communication about fraud through official channels.
“Brands can no longer wait for a problem to occur before taking action. Today, consumers expect companies to be vigilant, communicate risks, and act preventively. Providing guidance through dedicated channels, educating the public in advance, is also highly regarded. This digital responsibility helps build customer trust in brands,” concludes Daminelli.
Methodology
Public: 500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and over and from all social classes.
Collect: the study data was collected via an online research platform.
Collection date: held on June 12, 2025.
