• A study by the datatech company identified 37,800 threats, including fake websites and apps;
• 98% of the occurrences were overturned, with a median of 4 days;
• The average volume was between 3,000 and 4,000 threats per month.
Serasa Experian, the first and largest datatech company in Brazil, identified 37,845 fake ads, profiles, pages, and apps throughout 2025 that sought to mislead users by imitating legitimate brands and communications. Of this total, 77% originated from social media platforms. Through its Cybersecurity Brand Protection solution, part of its anti-fraud area, the company reports that 98% of these threats were removed, with a median of 4 days between detection and takedown—meaning that in half of the cases, removal occurred within 4 days.
“The effectiveness in combating digital scams depends on a quick response, because the modus operandi of fraudsters is to maintain a continuous cycle of testing and republishing, experimenting with messages, changing links, recreating profiles and ads, always in order to gain scale before being detected. In an environment that demands real-time reaction, it is essential to combine intelligence and permanent monitoring to keep up with this dynamic. Therefore, we maintain a structure dedicated to monitoring digital platforms and removing malicious content, helping to protect consumers and businesses,” says Rodrigo Sanchez, Director of Authentication and Fraud Prevention at Serasa Experian.
Throughout the year, monitoring and mitigation efforts maintained a consistent pace, with 3,000 to 4,000 such threats identified per month. Due to the dynamics of boosting and sharing that accelerate the reach of fraudulent content, most threats are concentrated on social media platforms.
Advertisements are the leading threat identified.
Serasa Experian also notes that the majority of incidents detected in 2025 are associated with fraudulent ads (56%), followed by fake profiles (32%) — which, in many cases, function as "showcases" to direct consumers to malicious pages, forms, or applications. Below, see a graph detailing the percentage of threats by nature:
In addition to taking down the content, the datatech company reinforces the importance of combining data intelligence, digital signals, and continuous monitoring to reduce the recurrence of these frauds, especially in environments where content can be republished quickly with slight variations in language or visual identity. "Digital fraud is combated with agility, information, and cooperation between platforms, brands, and consumers," adds Sanchez.
Serasa Experian and digital anti-fraud solutions
Serasa Experian's Authentication and Fraud Prevention area brings together brand monitoring and threat intelligence teams dedicated to tracking the digital environment and identifying signs of fraud. Through this work, the datatech company can map patterns, qualify occurrences, and report threats to platforms and society. The work includes tracking leaks from open sources, detecting the misuse of company names as bait for illegal data collection, identifying exposed credentials, and taking action to remove different types of threats, such as fake ads, profiles, pages, and applications.
Tips for consumers to avoid social media scams and fake ads.
• Be wary of ads that sound urgent (“last spots available”, “today only”, “last units”) and prices that are significantly below market value — this is common in scams that imitate well-known brands.
• Check the profile before interacting: creation date, publication history, comments, number of followers versus engagement, and whether there is a badge/verification when applicable.
• Verify the link before clicking: it's more reliable to type the address into your browser or use the official website/app. If you click, check the complete URL and avoid shortened links or links with variations in spelling.
• Do not share confirmation codes (SMS/WhatsApp/email), passwords, or card details on pages accessed via ad links or messages.
• Do not install apps from outside official app stores and be wary of "cloned" apps with similar names and icons – check the developer, ratings, and number of downloads beforehand.
• Be careful with links and files received in groups and DMs: they may redirect to fake pages or initiate attempts to steal your account.
• Enable two-factor authentication (2FA) on social media and email. Use strong and unique passwords to reduce the risk of account hijacking.
• Monitor your CPF (Brazilian taxpayer ID) frequently to identify suspicious activity and act quickly.
Tips for businesses to reduce the risk of imitations and scams on digital platforms.
• Implement continuous monitoring of digital platforms to quickly identify fake ads, profiles, and pages that use the brand.
• Establish a response playbook (screening, prioritization, evidence gathering, removal triggering, and communication) to reduce the exposure window.
• Strengthen authentication and fraud prevention across layers of the digital journey (registration, login, account recovery, and payment), balancing security and user experience.
• Protect brand assets (look-alike domains/typosquatting, standardized official profiles, verified pages whenever possible) and keep official channels easy to find.
• Train customer service and social media teams to recognize "impersonation" scams and guide customers with short, consistent messages.
• Use data intelligence to identify abuse patterns (spikes by channel, recurring creatives, redirects) and continuously adjust risk rules.
Serasa Experian
Serasa Experian is the first and largest Datatech in Brazil. A leader in intelligence solutions for analyzing risks and opportunities, focusing on credit journeys, authentication and fraud prevention. With cutting-edge technology, innovation and the best talent, it transforms the uncertainty of risk into the best decision, helping people achieve their dreams and companies of all sizes and segments to prosper.
Created in 1968, Serasa became part of the Experian Company in 2007, a global company headquartered in London. It is currently responsible for more than 6.5 million daily queries about companies and consumers and protects more than 2.2 billion commercial transactions every year.
Empowers consumers with financial education, facilitating access to fair credit. Helps companies of all sizes and segments to make better decisions, on several fronts to: find new customers, manage current ones more efficiently, grant credit or sell on credit safely, comply with ESG standards, authenticate its customers and prevent fraud, and also charge them at the ideal time, without impacting the relationship.
With the purpose of creating a better future for all by expanding opportunities for people and companies, it empowers people in the technology field and boosts small businesses and social impact startups through its own free programs. It is recognized by the Top Employers Institute and GPTW as one of the best companies to work for. It is also the most innovative service company in the country, certified by the Valor Inovação Brasil Award.
expert
Experian is a global data tech company that drives opportunities for people and businesses around the world. The company works to redefine credit practices, identify and prevent fraud, simplify healthcare, and develop digital marketing solutions, as well as generating in-depth insights for the automotive market through its unique combination of data, analytics, and software. It also supports millions of people in achieving their financial goals, helping them save time and money.
The company operates in diverse markets, including financial services, healthcare, automotive, agribusiness, and insurance, among others, and continuously invests in talented professionals and advanced technologies to unlock the power of data and drive innovation.
With its corporate headquarters in Dublin, Ireland, Experian plc is a component of the FTSE 100 index and is listed on the London Stock Exchange (EXPN). The company has approximately 25,200 employees in 33 countries. For more information, visit experianplc.com.
