Fraud campaigns are creating a trust issue for businesses

For a consumer to lose trust in a business, all it takes is for a scammer to attempt to impersonate the brand. The scam doesn’t have to be affiliated with the business in any way, and the attacker doesn’t even have to be successful in their attack, but the company will still suffer.

This is according to a new report from digital identity provider Callsign, which claims that more than a third (35 percent) of consumers in the UK lose trust in a business after receiving a scam message.

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