Fraud-proofing festive ads

THE FESTIVE SEASON is a time for brands to capture the attention of enthusiastic buyers. Brands invest big budgets to ensure they make the most of this time.

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According to industry experts, ad spends are expected to see a 10-15% growth.

The biggest spenders out of this are auto, FMCG, jewellery, handset, and e-commerce brands.

While this looks promising, digital threats also loom. Brands need to fulfill requirements during peak seasons, and this opens the door for fraudsters to manipulate digital assets to scam vulnerable buyers and also steal ad budgets.

Fraudsters play on the vulnerability of users and brands during this time. Their weapons are urgency and emotional vulnerability of the end users and credibility of the brands. Some of the threats that are at their peak during this time are:

■ Surge in fake websites using credible brand names

■ Fake discounts, too good to be true deals

■ Sale of counterfeit products

■ Fake UPI IDs and QR codes