A digital scam can create considerable ruptures in the relationship between consumers and brands, shaking confidence in the company whose image was improperly used — even when it is not responsible for what happened. Today, major retail brands are the target of fraudulent actions leading them into suspicion, ultimately compromising their reputation.
This is what the new Branddi research, a specialist in brand protection in the digital environment, has found. It revealed the e-commerce and marketplaces that currently generate the most 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 within their social circles (71%). Following them are fake websites posing as official stores (60%) and emails or messages leading to pirate portals (52%).
Considering the mentioned scams, which constitute unfair competition (by using a brand’s image to deceive consumers in fraudulent actions), 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 from well-known companies, usually offering products below market prices or unrealistic advantages to mislead consumers.
Diego Daminelli, CEO of Branddi, talks about the importance of businesses staying protected to maintain the bond 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 was not responsible for the fraud. Therefore, taking care of digital presence goes beyond a technical issue: it is an essential strategy for reputation management and trust”.
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 case, and 42% value reinforcing communication about fraud in official channels.
“Brands can no longer wait for the problem to occur to act. Today, consumers expect companies to be vigilant, communicate risks, and act preventively. Taking on a role of guidance in their own channels, educating the population in advance, is also highly regarded. This digital responsibility helps build the trust that customers place in brands”, Daminelli concludes.
Methodology
Public: 500 Brazilians from all states of the country, including women and men, aged 18 and older and from all social classes were interviewed.
Collection: The study data was gathered via an online research platform.
Collection Date: Conducted on June 12, 2025.
