QNET Secures Three Stevie Awards for Anti-Scam Efforts in West Africa

In October 2025, QNET received notable recognition at the 22nd Annual International Business Awards, securing three Stevie® Awards for its dedicated efforts in consumer protection across West Africa. The company was awarded a Gold Stevie® Award for its campaign “QNET Against Scams: Rebuilding Trust Through Crisis Communication and Public Education in Ghana” in the Communications or PR Campaign of the Year – Brand / Reputation Management category. Additionally, a Silver Stevie® Award was bestowed for the same initiative in the Public Service category, while a Bronze Stevie® Award recognized QNET’s V-Africa 2025 conference in the Corporate & Community – Community Engagement Event category.

These accolades highlight QNET’s proactive response to a growing issue of fraud in the direct selling sector, particularly in emerging markets. Scammers have exploited the QNET name, falsely promising jobs, visas, and financial returns to communities in West Africa. The company’s campaign, which commenced in Ghana in 2024, later expanded to include Senegal and Sierra Leone, addressing unauthorized representations of its brand.

Campaign Details and Impact

The six-month campaign employed a comprehensive consumer education strategy utilizing a variety of outreach methods. Billboards, radio spots, television advertisements, illustrated pamphlets, and digital platforms were deployed across multiple regions in Ghana. On-ground teams, notably using roller skates, distributed informative materials in high-traffic areas. The campaign reached audiences in Greater Accra, Ashanti, Eastern, Western, Ahafo, Volta, Northern, and Bono regions.

Central to the initiative was the clear distinction made between legitimate direct selling operations and fraudulent schemes. QNET emphasized its role as a direct selling business, where income is generated through product sales rather than recruitment or investment schemes. Furthermore, the company collaborated with law enforcement and regulatory agencies throughout the campaign, aiming to enhance consumer trust and safety.

A dedicated Scam Alert portal was established, enabling consumers to report suspected fraudulent activity. In 2025, over 1,000 reports were received through a WhatsApp reporting line, with 70 cases forwarded to authorities for further investigation.

Industry Context and Future Plans

The establishment of QNET’s Direct Selling Disinformation Centre (DSDC) in 2022 marked a significant step in addressing the challenges faced by direct selling companies in Africa. Since then, QNET has noted an 18% increase in independent distributors across the continent. Although this growth indicates a positive trajectory, the rise in visibility has also attracted unscrupulous individuals seeking to exploit the brand.

Trevor Kuna, Chief Marketing Officer at QNET, remarked on the importance of consumer protection, stating, “The vast majority had a good experience, including with some of the largest brands in the world. The minority who had a bad experience need protection and reliable guidance.” He expressed gratitude for the recognition received through the Stevie Awards, emphasizing that the honors validate QNET’s commitment to combating fraud and rebuilding trust within the communities it serves.

The International Business Awards evaluated over 3,600 nominations from organizations across more than 60 countries in 2025. More than 230 industry professionals reviewed submissions in various categories, underscoring the competitive landscape in which QNET operates.

Founded in 1998, QNET is a Hong Kong-based multinational company specializing in lifestyle and wellness products, including health supplements, wellness devices, personal care items, home care solutions, and luxury watches. With operations in over 25 countries, QNET utilizes both direct selling and e-commerce platforms, allowing independent distributors to earn commissions from product sales generated through their referrals.

As QNET continues to address the challenges posed by fraud in the direct selling industry, the company remains committed to protecting consumers and fostering trust in its brand.