THE UK is rife with fakes, scams and cons.
But people can take simple steps to stop themselves from falling prey to the tricksters.
National Consumer Week starts on Monday and the theme is "Get Real".
West Yorkshire Trading Standards officials are urging people to thwart doorstep tricksters, spot counterfeit items at car boot sales and stop people from stealing identities to fleece victims' bank accounts.
The county's Chief Trading Standards Officer, Martin Wood, said: "National Consumer Week is a further opportunity for us to show the public how trading standards can help them to avoid itinerant traders, scams and fakes.
"By raising awareness of these issues we can help consumers to protect themselves."
Trading standards committee member Clr Tony Brice said: "Everyone in West Yorkshire needs to be aware of the scams and frauds in our midst and how they can ensure that they do not become the next victim.
"National Consumer Week is a great way to provide the public with information on how to avoid being ripped off and to ensure they know they are getting what they pay for," added Clr Brice.
Some criminals get hold of people's bank details and then take on the victim's identity to go on spending sprees.
Identity fraud is the fastest-growing fraud in the UK, with an estimated £400m stolen every year.
It is estimated there will be 130,000 reported cases this year, up almost 20% on the 2003 figure.
Anyone who thinks they have been a victim of identity theft should consider subscribing to the CIFAS Protective Registration service.
A notice will be placed on their credit file indicating that documents have been stolen and they may therefore be at risk of identity fraud.
To register, telephone 0870 010 209.
Householders can thwart doorstep tricksters by never letting strangers in, not buying goods or services from people who cold-call at homes and always getting three quotes for any jobs, such as tarmac-laying, gardening and property repairs.
Consumers can now get advice online at the Department of Trade and Industry's website, www.consumerdirect.gov.uk
A new scams section includes regularly updated information on specific rip-offs; how to say no to doorstep callers; tips on spotting a scam; advice on how to prevent unwanted sales calls, faxes, emails, text messages and letters; essential contacts for reporting scams; and getting further information.