Digital fraud on social media: a security problem or a trust crisis?

Recent survey released by Forbes Brazil The research showed that 821,310 Brazilian consumers have already been victims of some form of digital fraud, with the majority occurring on social media. The most common types are fake advertisements (451,310), fake profiles (281,310), fake websites (131,310), and cloned accounts (6,310).

For lawyer Débora Farias, a specialist in Commercial and Consumer Law, the figures reveal a phenomenon that goes beyond the sphere of individual protection: they represent an institutional challenge for businesses, brands, and even regulators.

"We're not just talking about inattentive consumers. We're facing a digital trust crisis that directly impacts the reputation of companies and institutions. When a brand is used in a fake advertisement or associated with a scam, even without blame, there's a real impact on perceptions of trustworthiness – and a legal risk for the company involved," says Débora.

According to the expert, the fraudsters' logic is not random: they specifically exploit the credibility of well-known brands, mimicking irresistible promotions or official customer service channels. This causes harm to both consumers and the companies themselves.

"Companies need to understand that this type of fraud isn't just an external problem, but a corporate risk that needs to be monitored, prevented, and addressed with the same seriousness as any other threat to reputation and legal compliance," he stresses.

While there are regulatory frameworks in Brazil, such as the Marco Civil da Internet and the LGPD, Débora points out that practical application still faces obstacles. Enforcement is slow, platform accountability is limited, and reactions typically occur only after the damage has already been done.

In consumer law, trust is a protected legal right. Therefore, even when fraud is committed by third parties, the company needs to be prepared to demonstrate due diligence and protect its customers – under penalty of facing legal action, fines from bodies like Procon and Senacon, and loss of competitiveness," reinforces Débora Farias.

How companies can prepare

In the specialist's view, brands seeking to protect their reputation should invest in digital risk governance, which involves:
• Continuous monitoring of mentions and advertisements that misuse the company's identity.
• Partnerships with digital platforms to expedite the reporting and removal of false content.
• Internal rapid response protocols – involving legal, compliance, and communication.
• Transparent educational campaigns targeting the public, alerting them to official contact and purchase methods.

"Today, simply having a good product or service is no longer enough. It's crucial to safeguard the trust consumers place in the brand. And this means investing not only in technical security, but also in institutional, legal, and communication strategies to address digital fraud," he/she states.

The future of digital trust

With the advancement of technologies like artificial intelligence and deepfakes, the expert believes that scams are likely to become even more sophisticated – and, therefore, preparation needs to be redoubled.

"Digital trust will be the biggest asset for companies in the coming years. Those unprepared to protect their reputation from fraud will automatically be at a competitive disadvantage," concludes Débora Farias.