I don't want to be insulting or make this a flamewar, but really? c'mon. It's not like they're putting the coat of arms in their logo, there is _zero_ indication this is a government run scheme.
If a presumably fairly well educated and tech literate person thinks "MyPayNow" button next to their latest order of trendy clothing/smartphone accessories/whatever is a government scheme, I'm not sure how much anyone can do to prevent less well educated and tech literate people being taken advantage of...