HUDDERSFIELD holidaymakers have been urged not to fall victim to fraudsters during their break in the sun.

Trading standards officers said that about 400,000 Britons a year fell victim to the scams – in which holidaymakers are told they have won a five-star luxury holiday, only to end up being sold an expensive timeshare.

The practice costs UK consumers £1.17bn a year – or an average loss of £3,030 per victim.

The fraudsters usually reach people through unsolicited phone calls and mailshots, but also operate under the guise of a friendly face who offers you a free scratch card in the street while you soak up the sun on your holidays.

“Winners” are invited to a plush hotel for a special presentation and find out about their prize.

But the real aim of the presentation, which can last several hours, is to sell expensive timeshares using high-pressure selling techniques.

Now West Yorkshire Trading Standards is raising awareness of the practice as part of National Scams Awareness Month.

Graham Hebblethwaite, chief officer of West Yorkshire Trading Standards Service, said: “The bogus holiday scam has been going for years, yet we are still entertaining the scammers with our hard earned cash.

“Remember, if it sounds too good to be true, it probably is – so don’t be fooled and beware of bogus holiday scams like this one.”

People worried about potential scams can call the Citizen’s Advice consumer helpline on 0845 4040506.

Trading standards is also running Scams and Frauds Education for Residents workshops aimed at the over 55s in Leeds and Bradford. There is also a Financial Fitness initiative for housing tenants and other residents in Kirklees and Leeds to spot the hallmarks of a scam.