DETI warn of advertising scam

The DETI Trading Standards Service have issued a warning to Ulster businesses to be extra vigilant when approached for company data, as some unscrupulous organisations have been using information gathering as a method of ‘selling’ advertising space.

Directory publishers have been targeting many types of businesses in Northern Ireland. In many cases, companies receive mailshots asking them to check details about their businesses. They are also asked to complete a form and return it immediately ‘for an update of data’. The form includes a paragraph of extremely small print, which purports to be a binding contract. Unfortunately, many traders sign without realising they are ordering an advertisement.

Over the past three years, the Liechtenstein publisher of the ‘Tour and Travel Guide’ has conned over 300 businesses in Northern Ireland into signing for advertising in three directories at a cost of nearly £600 per insertion.

Those who refuse to pay can find themselves subject to a barrage of reminders, letters from debt collectors, threats of legal action and finally phone calls.

A spokesperson from Trading Standards Service said: “These scams are extremely sophisticated, however, we urge all businesses affected to resist payment and seek legal advice. Companies should not feel intimidated by constant threats to take non-payers to court as to date they have not done so.

“Our advice to companies approached by directory publishers is to check all requests for information very carefully – particularly from organisations abroad with whom they have not previously worked. Always look for, and read, the small print. Trading Standards Service can be contacted on 028 9025 3900 for advice or guidance if there are any concerns.” (GB)