BRADFORD people are being urged to be on their guard against scams.

Advice has been issued as part of Scams Awareness Month to help people avoid becoming a victim.

The campaign is being supported by West Yorkshire Police and Crime Commissioner, Mark Burns-Williamson.

Earlier this year, he was appointed a ‘SCAMbassador’ as part of a scheme run by the National Trading Standards Scams Team and partner organisations.

He works with members of the community regionally and with people on a national level to educate and support those who may be particularly vulnerable to scams.

“The reality is that anyone can become a victim,” said Mr Burns-Williamson.

“Scams damage lives and can severely affect people both financially and emotionally.

“I want to do what I can to help prevent people falling foul of scammers, so I am happy to carry out my work as a SCAMbassador.

“It is particularly important to safeguard those that are vulnerable and that’s why I also part fund the West Yorkshire Financial Exploitation and Abuse Team, which is made-up of co-located specialists from the police, adult social care and Trading Standards.

“The team investigates financial exploitation and abuse of vulnerable and older victims and has achieved a number of successful prosecutions, so far preventing over £1 million from going into the pockets of scammers!”

Linda Davis, head of the team, says some people have lost their homes or life savings to scammers.

She added: “Scams are operated by criminals with the sole purpose of identifying and exploiting people who are often vulnerable, elderly or have cognitive difficulties.

“The average West Yorkshire victim has lost £4,900 to scams but some have lost much more.”

Advice includes:

l If something sounds too good to be true, it probably is.

l Reject cold calls offering investments or pension advice.

l If in doubt, don’t reply. Bin it, delete it or hang up.

l If you receive an unsolicited e-mail that doesn’t seem right, do not click on any links.

l Walk away from job ads that ask for money in advance.