Scams Are on the Rise: How Brands Can Protect Customers and Themselves

Shopping is at an all-time high, both online and in stores. But alongside the growth in e-commerce and retail comes something less exciting: scammers. Counterfeiters, fraudsters, and fake websites are constantly looking for ways to cash in on customer demand.

The result? Customers risk disappointment when a “perfect purchase” turns out to be fake or unsafe, and brands risk losing trust, revenue, and credibility.

Here’s the good news: you don’t have to be helpless. With the right packaging strategies, technology, and awareness, you can shield both your customers and your brand from scammers.

Protecting Customers

Online shopping and the added seasonal rushes create the perfect storm for counterfeiters. Customers are excited, often pressed for time, and looking for deals, which makes them more vulnerable. Protecting them isn’t just about doing the right thing; it’s also about protecting your reputation as a brand they can trust.

1. Make Counterfeiting Hard with Smart Packaging

The more distinctive your packaging, the harder it is for counterfeiters to copy. Generic packaging makes it easy for scammers to slip fakes into the market, but thoughtful design creates an instant authenticity check.

Unique branding details (color palettes, foil stamping, embossing) are difficult to replicate.
Tamper-evident packaging reassures customers that the product hasn’t been opened or altered.
Seasonal or limited-edition designs add another layer. If you release holiday, limited edition, or seasonal packaging, it’s much harder for counterfeiters to keep up.

Think of packaging as your first line of defense. If the box looks wrong, feels cheap, or lacks details, customers immediately suspect something’s off.

2. Educate Your Customers

Even with great packaging, customers need guidance. Many don’t know what to look for when spotting scams. Proactive education positions your brand as a partner in their shopping journey.

Tips to share with your audience:

Buy only from authorized retailers or directly from your brand’s website.
Check packaging details: consistent logos, quality print, proper inserts.
Be wary of deals that seem too good to be true.
Look for your official packaging features (explain what makes them unique).

This isn’t fearmongering. It’s empowerment. When customers know how to identify real from fake, they shop with more confidence.

3. Use Technology to Verify Authenticity

Physical packaging is important, but digital tools are becoming game-changers for authentication. Adding smart elements helps customers confirm they’ve purchased the real deal.

QR codes or NFC tags: Customers can scan and instantly verify product authenticity.
Serialized labels: Every product has a unique identifier, making it nearly impossible for counterfeiters to mass-produce fakes.
Interactive packaging: When scanning leads to exclusive content (holiday messages, loyalty rewards), it’s not just security but also an elevated customer experience.

By layering technology into packaging, you’re not only protecting your product, you’re creating touchpoints that reinforce trust and brand value.

Read our blog post on how to keep customers safe when using technology in your packaging!

4. Build Trust with Transparency

Customers appreciate honesty, especially when it’s about protecting them. Use every communication channel to show how you’re fighting scams:

Packaging inserts: A small card can explain authentication steps.
Website pages: A “How to Spot Fakes” guide makes you proactive and trustworthy.
Social media posts: Share packaging highlights that show customers what to expect.

The more you communicate, the less room scammers have to operate. Transparency builds loyalty because customers see you care about their experience even after the purchase.

Protecting Brands

Scammers aren’t just after customers, they’re after you, too. From fake suppliers to phishing attempts, brands can lose money, time, and credibility if they’re not careful. Here’s how to protect your own operations during the busiest season of the year.

1. Guard Against Phishing & Payment Fraud

Fraudsters love impersonation. They may pose as shipping carriers, payment processors, or even your own employees. The goal is to trick your team into sending money or revealing sensitive information.

Protect your team by:

Training staff to verify unusual requests through a secondary channel.
Reiterate being cautious with urgent requests for wire transfers.
Using strong verification processes with financial partners.

Your internal communication protocols can be just as important as your packaging when it comes to preventing fraud.

Scammers aren’t just after customers, they’re after you, too. From fake suppliers to phishing attempts, brands can lose money, time, and credibility if they’re not careful. Here’s how to protect your own operations during the busiest season of the year.

2. Watch Out for Supplier & Procurement Scams

Busy schedules and the need for quick decisions create opportunities for fraud. Scammers know this and pose as suppliers offering “unbeatable” deals on packaging or product components.

Red flags to watch:

Suppliers who won’t provide samples at all.
Suppliers who offer deals that seem way too good to be true.
Requests for full payment up front with no established relationship.
Poor communication or vague references.

Always verify new vendors, ask for references, and check their track record. A little due diligence now can save you from a costly mistake later.

3. Counterfeit Returns & Product Switching

Returns are inevitable in retail, but scammers sometimes abuse them. They may send back a counterfeit product while keeping the real one, hoping your returns team won’t notice.

How to protect yourself:

Add security features to packaging that verify authenticity on returns.
Train staff to inspect packaging carefully before issuing refunds.
Keep records of serialized or tracked packaging.

Packaging isn’t just about the sale. It plays a role even when products come back.

4. Monitor Your Digital Presence

Scammers don’t need physical access to trick your customers. Fake websites and social media accounts are increasingly common. They look convincing, sell counterfeit products, and damage your reputation.

To protect your brand:

Set up alerts for your brand name and product keywords.
Regularly check for spoof sites and impersonating accounts.
Act quickly to report and take down fraudulent pages.
Again, educate your customers so they don’t fall into a scammer’s trap.

The faster you respond, the less damage these copycats can do.

Action Plan for Brands

To make this practical, here’s a checklist you can put into motion to keep your customers and brand safe:

Audit your packaging: Add security features and fresh designs or details that are hard to copy.
Educate your customers: Teach them how to spot fakes and verify authenticity.
Vet your partners: Don’t fall for supplier scams. Verify everyone you work with.
Train your team: Equip staff to spot phishing attempts and fraudulent returns.
Monitor online activity: Keep an eye on copycat websites and social accounts.

The Bottom Line

In a market where scams are constantly evolving, protecting your customers and your brand isn’t optional. It’s essential. Customers want trust, authenticity, and peace of mind when they buy from you. Brands want growth and credibility without the disruption of fraud.

By protecting your customers with secure packaging and transparency, and protecting your own operations with vigilance and training, you can stay one step ahead of scammers and build long-term trust.

Scammers may always be out there, but with the right strategies, your brand will always have the upper hand.