A digital scam can create significant ruptures in the relationship between consumers and brands, shaking confidence in the company whose image was misused — even when it is not responsible for what happened. Today, major retail brands are the target of fraudulent actions and end up falling into a suspicious place, compromising their reputation.
This is what the new survey by Branddi, a specialist in brand protection in the digital environment, has found, revealing the e-commerce and marketplaces that currently bring more distrust among consumers. Among them, the most mentioned in the survey were OLX (50%), Temu (36%), AliExpress (29%), Shoppe (29%), and Mercado Livre (28%).
It is worth noting that, according to study participants, fake ads on social media are the most common type of scam in their social circles (71%). Next, fake websites posing as an official store (60%) and emails or messages directing to pirate portals (52%) appear.
Considering the scams mentioned, which constitute unfair competition (using a brand’s image to mislead consumers in fraudulent activities), Procon has been warning the population about this fraud model. The organization draws attention to the use of fake profiles and artificial intelligence as resources to simulate campaigns by well-known companies, usually offering products at prices below the market or unrealistic advantages, aiming to lead the consumer into error.
Diego Daminelli, CEO of Branddi, speaks about the importance of businesses staying protected in order to maintain a connection with consumers: “When a brand is used in a scam, the affected customer usually associates this negative experience with the company itself, even if it was not responsible for the fraud. Therefore, taking care of digital presence goes beyond a technical issue: it is an essential reputation and trust management strategy”.
Protection actions are a trust criterion
The good news for brands is that even after negative experiences, many consumers show willingness to reassess their decisions, as long as they perceive a responsible and transparent attitude from companies.
For 53% of respondents, the implementation of more visible protection measures on the site is the main factor that would increase credibility after a scam. Another 42% mentioned the importance of a public stance on the issue, and 42% value the reinforcement of communication about fraud on official channels.
“Companies can no longer wait for a problem to occur to act. Today, consumers expect companies to be attentive, communicate risks, and act preventively. Assuming a guidance role in their own channels, educating the population in advance, also proves to be an extremely well-received attitude. This digital responsibility helps build the trust that customers place in brands,” concludes Daminelli.
Methodology
Public: 500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and above, and from all social classes.
Collection: The study data was collected via an online research platform.
Collection date: Conducted on June 12, 2025.
