THIS week, City of York Council Trading Standards are warning readers of the latest scam to hit York - telephone calls in which you will be advised you've won a prize.

York residents are getting telephone calls and are being told that they have won one of a number of prizes.

However, while the list of prizes may sound tempting you have to ring an expensive premium rate phone number to claim the so-called prize.

This is not the first scam of this type to hit York and all are designed to relieve you of your cash in return for what are invariably cheap or worthless prizes - if they exist at all.

So what advice can York Trading Standards offer readers to avoid being caught out by this latest money-making scam?

Liz Levett, Trading Standards manager, says do not to be tempted to part with your hard-earned money, as you will in all probability lose it. If you can't afford to say goodbye to your money you should put the phone down.

Matthew Boxall, Trading Standards Officer, advises that if you receive a prize at all, it's highly likely that the cost of the prize will be outweighed by the cost of the premium rate call.

Of course, it's always a good feeling when you win something, but unfortunately some unscrupulous businesses will exploit this feeling to make money.

There are several warning signs to look out for when you are told you have won a prize, in addition to being asked to ring a premium phone number or pay a fee to claim.

For example, you might be asked to respond immediately or you will lose your prize, or you might be asked to send money abroad or to a PO Box number.

It is not only via the telephone that "prizes" have mysteriously been won - there have been a spate of offers and exclusive prizes won by residents and notified via email and through the post.

Sometimes, prizes totalling tens of thousands of pounds, euros or dollars have been offered.

City of York Trading Standards warns if an offer sounds too good to be true it probably is, and ask readers to contact them with details of any suspicious prizes or rewards people have tried to tempt them with.

For more advice and information on prize draws or any other consumer matter phone City of York Council Trading Standards on 01904 551562, or call in at 9 St Leonard's Place, York - you can phone first if you want an appointment.

You can also visit our website at www.york.gov.uk/business/tradingstandards

Updated: 08:47 Thursday, July 22, 2004