The campaign, launched in Ghana in 2024 and later expanded to Senegal and Sierra Leone, was designed to tackle the misuse of QNET’s name by fraudsters posing as company agents. 

It has now earned QNET three honours at the 2025 IBAs — a Gold Stevie Award for “Rebuilding Trust Through Crisis Communication and Public Education in Ghana” under the Brand/Reputation Management category, a Silver Stevie Award in the Public Service category, and a Bronze Stevie Award for its flagship event, V-Africa 2025, recognised under Corporate & Community – Community Engagement Event.

Through the QNET Against Scams campaign, the company sought to restore public trust by clarifying its direct selling business model and educating the public on how to spot fraud. 

The initiative combined radio and television messaging, social media engagement, billboard placements, and even creative street activations such as roller-skating teams that captured attention in major cities.

The campaign’s success was also rooted in its partnerships with key law enforcement and regulatory agencies, including Ghana’s Economic and Organised Crime Office (EOCO), the Ghana Police Service, the Ghana Immigration Service, and Nigeria’s Economic and Financial Crimes Commission (EFCC). Together, these institutions worked to curb fraudulent activities and promote financial awareness.

Beyond public education, QNET introduced a Scam Alert portal, designed to help consumers verify company information, identify fraudulent claims, and report suspicious activity. The initiative was amplified through extensive media coverage, compliance programmes, and grassroots events that connected with tens of thousands of people across communities.

The company’s drive for transparency comes as global figures have become more alarming. According to the 2024 Global State of Scams report by the Global Anti-Scam Alliance (GASA) and Feedzai, global financial losses linked to scams reached an estimated $1.03 trillion within 12 months, a statistic that stressed the urgency of corporate-led consumer protection initiatives.

“These awards are a validation of our efforts to fight back against those who misuse our brand name to defraud others,” said Trevor Kuna, chief marketing officer of QNET. “We are determined to protect the communities in which we operate and rebuild trust with our customers and stakeholders. Together, they affirm our commitment to responsible entrepreneurship and the values that drive us forward.”

QNET’s recognition at the IBAs places it among leading global brands celebrated for their commitment to integrity, communication excellence, and social responsibility.

Since its establishment in 1998, QNET has leveraged direct selling and e-commerce to distribute wellness and lifestyle products globally, building a vast network of entrepreneurs and customers. 

The company is a member of several direct selling associations and maintains partnerships with major sports organisations, including Manchester City Football Club and the Confederation of African Football (CAF), reflecting its growing international footprint.

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One company that has often found itself unfairly entangled in public confusion is QNET, a global direct-selling company providing lifestyle and wellness products.

Despite QNET’s clearly defined product-based business model and regulatory presence in many countries, it continues to be misrepresented, particularly in parts of Africa and Asia, as a scam.

This mislabeling is not only unjust but dangerous. It undermines the credibility of genuine businesses and hinders opportunities for thousands who earn a livelihood through legal, structured network marketing.

Across Nigeria, scam syndicates continue to exploit the dreams of countless job seekers, tarnishing the reputation of QNET in the process.

Now, the company is fighting back with unrelenting determination to protect its name, its legitimate entrepreneurs, and vulnerable Nigerians from the clutches of fraudsters.

A National Crisis that requires a multi-pronged approach

The scale of the problem is staggering. According to the Nigeria Inter-Bank Settlement System (NIBSS) landscape report, in Nigeria, the annual fraud count increased by 112% from 44,947 in 2019 to 95,620 in 2023, while the amount lost to fraud grew by 496% from N2.9 Billion to N17 billion. 

Furthermore, the CBN Financial Stability Report 2024 highlights a 45% increase in financial fraud cases, with 70% of losses attributed to digital channels, including unregulated virtual asset platforms.

Additionally, the SEC and other agencies have flagged over 30 Ponzi-style investment schemes exploiting digital currency narratives. These numbers paint a grim picture: scam syndicates are not just a nuisance; they’re a national crisis preying on economic desperation.

In a recent interview, Mr. Biram Fall, Regional General Manager for QNET for Sub-Saharan Africa, indicated that the company is ramping up its national crackdown on impersonation scams, fake job offers, and fraudulent investment schemes that exploit its brand name and target vulnerable Nigerians.

Working closely with the Economic and Financial Crimes Commission (EFCC), Federal Competition and Consumer Protection Commission (FCCPC), and various police commands, the company continues to demonstrate a zero-tolerance policy towards misinformation, exploitation, and criminal deception.

In March 2023, QNET  launched a nationwide Social Awareness campaign that reached over 50 million Nigerians, reinforcing the message that QNET does not offer jobs or investment opportunities, only legitimate, ethical business built on the sale of real products.

As part of its grassroots efforts, QNET launched billboard and radio campaigns across Lagos, Ogun, and Rivers States, distributing over 3,000 public awareness pamphlets on fraud sensitization.

“We won’t stand by while fraudsters exploit trust and economic hardship,” said Biram Fall, QNET’s Regional General Manager for Sub-Saharan Africa. “Our business is built on transparency and real product value, not recruitment or investment promises. That’s why we work with regulators to expose bad actors and ensure Nigerians know the truth about who we are.”

QNET operates on a product-based direct selling model, where Independent Distributors earn commissions from product sales—not from recruitment or investments.

Despite QNET’s proven product-based business model, confusion persists in regions affected by Ponzi schemes and financial scams. Mr. Fall addressed this concern by citing the March 2025 EFCC report, which listed 58 Ponzi-related companies; QNET was not among them.

Between 2022 and 2023, QNET investigated and terminated 81 Independent Distributor accounts in Sub-Saharan Africa that had breached its Code of Ethics. 

In November 2023, the company also launched its flagship Say NO! campaign in Nigeria, Burkina Faso, and Senegal to raise awareness and dismantle fraud networks posing as legitimate businesses.

Reaching millions through grassroots activities—local-language radio jingles, comic-style pamphlets, billboards, WhatsApp hotlines, and public-sector partnerships—the campaign empowers at-risk communities to spot red flags such as unsolicited job offers or demands for upfront payments, protecting countless individuals from scams.

Beyond awareness, QNET’s alliances with Nigeria’s top regulatory bodies have fueled joint investigations, leading to the shutdown of over 50 fake recruitment websites and the arrest of 30 impostors in 2024 alone. 

In March 2024, QNET partnered with the Lagos State Consumer Protection Agency (LASCOPA) to mark World Consumer Rights Day under the theme “Fair and Responsible AI for Consumers.”

LASCOPA’s General Manager, Afolabi Solebo, praised the collaboration, saying: “Our partnership with QNET strengthens our resolve to combat unfair practices and uphold transparency and justice in the marketplace. Together, we are setting a new standard for consumer protection, ensuring the rights of Lagosians are safeguarded in this digital age.”

Building on this success, QNET and LASCOPA reunited for World Consumer Rights Day 2025, reinforcing QNET’s long-term commitment to protecting consumers, promoting ethical business practices, and fostering trust in Nigeria’s marketplace.

QNET also collaborated with the Federal Ministry of Labour and Employment (FMLE) in July 2024 to train 50 unemployed youths in identifying fraudulent job schemes. As part of its proactive strategies, the company is also tackling financial vulnerability through education.

Its signature financial literacy programme, FinGreen, launched in 2022 in partnership with Transblue Limited, has trained over 1,500 young people and women across Nigeria in budgeting, saving, responsible spending, and digital financial literacy. 

Rebuilding Trust, Restoring Dreams

For QNET, this fight transcends corporate reputation. It’s about safeguarding the aspirations of honest entrepreneurs and consumers who believe in ethical direct selling.

The company has overhauled its internal compliance systems, introduced rigorous agent training, and launched clearer brand messaging to separate fact from fiction. 

These coordinated efforts across consumer protection, policy engagement, internal enforcement, and public education reaffirm QNET’s long-term commitment to ethical entrepreneurship and community safety. 

The company remains steadfast in its mission to empower individuals, combat misinformation, and build a more transparent, opportunity-driven Africa.

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