A digital scam can create considerable ruptures in the relationship between consumers and brands, shaking trust in the company whose image was misused - even when it has no responsibility for what happened. This is confirmed by the new Branddi research, which found that, today, 60% of Brazilians would stop buying from a brand after a scam.
This is because, in general, the majority of those interviewed by the specialist in brand protection in the digital environment demonstrated that they pause the purchase of products or services after negative experiences associated with business. 26% of them, for example, said that they would stop buying permanently from the company in question, while 22% stated that they would only return to consumption after taking clear protection and control actions. 12%, on the other hand, were emphatic: they would avoid the brand at least for a while.
Such scams can, in addition, modify consumer buying behavior more broadly, since certain respondents indicated that, after such situations, they would reduce online purchases in general, giving preference to physical stores.
The data shows that the damage to a company's reputation can be long-lasting, especially if it does not adopt an active stance of prevention and response in the face of digital scams.
Diego Daminelli, CEO of Branddi, talks about the importance of businesses remaining protected in order to maintain a bond with consumers: “When a brand is used in a scam, the affected customer generally associates this negative experience with the company itself, even if they were not responsible for the fraud. For this reason, taking care of the digital presence goes beyond a technical issue: it is an essential strategy for managing reputation and trust”.
Break in trust that spills over recommendations
The consequence of the breach of trust does not end with the abandonment of a purchase. The research also reveals that the willingness to recommend a brand is also affected when the consumer or someone close to them suffers a scam.
To give you an idea, 41% of the interviewees stated that they lose trust and are keen to alert others after going through a negative experience involving scams. Others 20% stop recommending the brand even without knowing if it was directly responsible.
This behavior of self-protection and collective alert reinforces the role that digital reputation plays in communication and marketing strategies, especially in a scenario where social networks and marketplaces have become some of the main channels for online scams.
It is worth noting that, according to study participants, Fake ads on social networks they are the most common type of scam in their social circles (71%). Then there are the Fake sites that impersonate an official store (60%) and emails or messages that direct to pirated portals (52%).
Considering the above-mentioned scams, which are configured as unfair competition (by using the image of a brand to confuse consumers in fraudulent actions), Procon has been warning the population about this fraud model. The agency draws attention to the use of fake profiles and artificial intelligence as resources to simulate campaigns of well-known companies, generally offering products with prices below the market or unrealistic advantages, with the objective of misleading the consumer.
“Thinking about the social media scene, the need for brands to monitor these activities is even more evident, especially when thinking about false advertisements. Combating this type of fraudulent action reinforces commitment to consumers in one of today's most influential environments,” explains Branddi's CEO.
Protective actions are a criterion of trust
The good news for brands is that, even after negative experiences, many consumers show a willingness to reevaluate their decisions, provided that they perceive a responsible and transparent stance on the part of the companies.
For 53% of the interviewees, implementation of more visible protection measures on the site It is the main factor that would increase credibility after a scam. Another 42% mentioned the importance of a public position on the case, and 42% value the reinforcement of communication about fraud on official channels.
This is a good opportunity to e-Commerces and marketplaces that arouse distrust in consumers change that perception. Today, major brands in the retail sector are the target of fraudulent actions and end up falling into a place of suspicion, with their reputation compromised. Among them, the most cited in the survey were OLX (50%), Temu (36%), AliExpress (29%), Shoppe (29%) and Mercado Livre (28%).
“Brands can no longer wait for the problem to happen to take action. Today, consumers expect companies to be aware, to report risks, and to act in a preventive manner. Assuming an orientation position through your own channels, educating the population in advance, is also an extremely welcome attitude. This digital responsibility helps to build the trust that the customer places in brands”, adds Daminelli.
Points of attention for brands
Implementing specific measures, such as constant surveillance and removal of fake advertisements and websites, is the first step in regaining consumer trust or building that of a potential customer. But, in addition, businesses must also be aware of the weaknesses of consumer habits, identifying the points where they can assist people in the buying journey.
Of the study respondents who fell (or nearly fell) in a scam, 50% attributed the case to the impulse faced with a very attractive offer, 42% claimed haste or distraction at the time of purchase, and 37% indicated inattention to details such as URL, logo, or brand name.
“Even if these factors are beyond the direct reach of brands, some actions can be taken to avoid the situations mentioned by the interviewees as much as possible: to always make the prices of products and services very clear and accessible, to maintain a visual and language identity that is easily identifiable, and to communicate on a recurring basis with the consumer through official service and sales channels. All of this contributes to strengthening the company's credibility and reducing loopholes for scammers to act”, concludes Daminelli.
Methodology
Audience: 500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and over and from all social classes.
Collection: the study data were collected via an online research platform.
Collection date: held on June 12, 2025.
Pronto para blindar sua marca?
Não deixe seus clientes caírem nas garras de concorrentes, golpistas e aproveitadores.