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If fake accounts, websites, messages, or ads are using your organization’s name or identity, start one incident record, preserve what you can, and warn customers through channels they already trust. Then report each instance through the platform’s current official process, contact law enforcement, help affected people reach genuine support, and review your organization’s security. The steps below reflect U.S. Federal Trade Commission guidance; legal duties and platform procedures vary by jurisdiction and incident.
What to do first when someone impersonates your organization
Move quickly, but keep the response organized. A coordinated campaign can spread across accounts, domains, ads, email, texts, and phone calls. Use a single incident log so staff, counsel, platform contacts, and law enforcement can refer to the same record.
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Preserve evidence and start an incident log
Record each impersonating account, page, website, advertisement, message, or phone number. Capture relevant content, URLs, dates and times, and customer reports. Keep copies and organize them by channel and instance; content may disappear before a platform or investigator reviews it. The U.S. Department of State’s internal social-media guidance says impersonator content should be preserved for potential platform or law-enforcement action. That is agency guidance, not a universal legal rule. Consult appropriate counsel about preservation duties that may apply to your organization. U.S. Department of State guidance
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Alert customers through trusted channels
The FTC advises businesses that are being impersonated to notify customers as soon as possible through social media, email, or letters. Use established, verified channels—not links or contact details supplied by the impersonator. Direct customers to your official website and verified contact options so they can independently check whether a message is genuine. FTC guidance for businesses dealing with impersonation
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Make it easy for affected people to get help
Tell customers how to reach your real support team and how to report suspicious contact to your organization. The FTC recommends providing resources to consumers who may have been affected. If people may have shared payment details, passwords, or other sensitive information, give them a clear route to your support team; do not claim that data was exposed unless you have evidence. FTC guidance for businesses dealing with impersonation
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Report the activity and contact law enforcement
The FTC recommends contacting law enforcement and reporting the impersonation to the platform. Report each distinct account, domain, advertisement, or other instance through the relevant platform’s current official reporting route. Platform procedures differ, and the sources cited here do not establish current forms, evidence requirements, response times, or likely outcomes. Keep the report confirmation or reference details in your incident log. FTC guidance for businesses dealing with impersonation
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Review security practices without assuming a breach
The FTC also recommends reviewing company security practices. Check whether the incident suggests compromised credentials, overly broad account access, customer-data exposure, or weaknesses in publishing workflows. Investigate before stating that an account or system was compromised. FTC guidance for businesses dealing with impersonation
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Track the campaign across channels
Do not treat each report as an isolated social-media problem. Add activity found in search results, email, texts, phone calls, and advertisements to the same record. The FTC’s September 2026 announcement specifically discusses impersonation ads and ad-optimization tools on digital platforms. FTC September 2026 announcement
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What to tell customers who received an impersonator’s message
Keep the alert direct and actionable. Identify the kinds of messages or accounts that are not yours, point to your official website and verified contact channels, and explain how customers can reach genuine support or report suspicious contact. Avoid sending customers to a link or phone number found in the suspicious message. If you do not yet know whether information was exposed, say what you can confirm and where customers can ask for help rather than implying a breach.
How to prioritize response across several channels
Prioritize by the risk to people, not simply by how many accounts you have found. An impersonator requesting money, passwords, or sensitive information may require more urgent customer communication than a profile that only copies your name. The right reporting path also depends on where the activity appears and what the platform asks you to provide.
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| Situation | Response priority | What to document or verify |
|---|---|---|
| Messages or ads solicit money or sensitive information | Warn potentially affected customers promptly through trusted channels, provide a genuine support route, and report the activity. | Preserve the message or ad, its URL or account, the date and time, and any customer reports. |
| Several accounts, domains, or channels are involved | Track every instance in one incident record and report each through the relevant official platform process. | Record the platform or service, identifying URL or account details, report submission, and any confirmation. |
| There is evidence suggesting an organization account or system may be compromised | Investigate internal access and security practices while continuing customer and platform response as appropriate. | Distinguish confirmed facts from suspicion; do not describe a compromise as established without evidence. |
| Impersonation repeatedly returns or expands | Continue consolidating incidents and consider whether specialist monitoring is justified for recurring activity. | Assess the recurrence and channels involved; verify any service’s capabilities and suitability before relying on it. |
This is a practical prioritization aid, not a substitute for incident-specific legal or security advice. Platform evidence requirements and legal obligations depend on the circumstances and jurisdiction.
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What the current U.S. FTC context means
The FTC finalized the Government and Business Impersonation Rule in 2024 and reported continued enforcement in a June 2026 update. In September 2026, the agency announced an advance notice of proposed rulemaking on platforms’ role in amplifying impersonation scams through ad optimization. The related Federal Register notice, dated October 1, 2026, asks for public comment and gives a November 30, 2026 comment deadline. As of October 9, 2026, this is a request for comment—not a finalized new platform rule. FTC June 2026 update; Federal Register notice
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The FTC reported more than 1 million imposter-scam reports and nearly $3.5 billion in reported losses in 2025. Those are consumer-reported figures, not a count of all incidents or total losses. It also reported that nearly 30% of consumers who said they lost money to scams in 2025 were first contacted on social media, with reported losses of $2.1 billion. That statistic describes a reported contact channel; it does not establish that every such scam involved brand impersonation. FTC September 2026 announcement and figures
The FTC’s June 2026 update reported a dozen enforcement actions and more than $70 million in consumer redress since the 2024 rule. FTC June 2026 update
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