25, November 2021
Black Friday – a threat against your brand?
Prior to major commercial holidays, there is a significant increase in brand infringements online and Black Friday is no exception. Not only do purchases generally increase during Black Friday, but our buying behavior also has to a greater extent shifted to e-commerce, especially in connection with the Corona situation. This makes it even more important for companies to protect their brands both legally as well as digitally.
The latest e-commerce report “E-barometer” shows that online purchases in 2021 increased by 11% during the third quarter of this year. This creates additional opportunities for fraudsters to take advantage of the situation and commit crimes online - this without your knowledge if you have not made sure to secure your brand at all levels.
Before Black Friday, there is therefore great reason to be extra vigilant about how the brand is used online. Buyers, for example, are often less likely to feel suspicious when counterfeit goods are sold at cheaper prices (under the pretext that they are a “temporary offer”). Other forms of infringements are so-called ”phishing mails” where customers are asked to click on links to access the “offer” where fraudsters collect sensitive information. Here, it is up to you as a company to ensure that you are communicating from your domain. This can be done by the implementation of DMARC and continuous analysis of the e-mail flow.
Black Friday is a great opportunity and event, but it also comes with threats.
- Pay attention! Even if your company does not actively participate in Black Friday, fraudsters can take advantage of the situation and your brand.
- Proactive measures are always the best to avoid problems and costly reactive measures.
Director Portfolio Management & Development
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