The reputation of UK brands can be trashed as a result of phishing attacks, says a survey of web 2,000 users.
But consumers believe they and their ISPs should take some responsibility for tackling phishing threats.
Phishing attacks are e-mail scams that attempt to defraud consumers of their personal information, such as bank account details, by pretending to have been sent by a trustworthy entity such as a bank or credit lender.
The online survey by YouGov, on behalf of messaging security firm Cloudmark, found that 42% of those questioned would feel that their trust in a brand would be greatly reduced if they received a phishing e-mail claiming to be from that company.
The survey, however, also showed that 26% of consumers felt that they should take some responsibility for protection against phishing attacks. Another 23% said their service provider should take responsibility, with 17% citing the sender's service provider as being responsible.
Among its own user base, Cloudmark said the Natwest brand was the most widely used for phishing attacks in the UK.