In today's world, to what extent is the trust factor associated with online advertising vis-a-vis the many scammers out there?

The objective of these scammers is to confuse the consumer into thinking that they are dealing with the company.
Very often, you read about consumers losing money to a scammer but companies are fighting back such as messages on their websites to assure consumers when advertising/emails/direct mail are honest and direct from the company.
The problem is that consumers still do not understand that any offer too good to be true is likely a scam and this is an ongoing issue that companies will continue to face.

I think that banner blindness is a huge issue with online advertising, and trust as well.
Yet, many people are still not aware enough of scammers to tell a scam apart.

In today's world, to what extent is the trust factor associated with online advertising vis-a-vis the many scammers out there?

Not just the consumers, but i've notified a few corporates myself that their name is being used by scammers.