The con artists place online adverts, via legitimate websites, for pedigree puppies available for 'adoption' or offer puppies free to a good home, as long as the prospective owner agrees to pay for transport costs.

Via an exchange of emails, the scammers request the funds be sent by money transfer and claim they will arrange to have the puppy flown and delivered to you upon receipt.

But once the consumer parts with their money, the con artists then request a further fee to cover insurance and inoculation fees which need to be paid before delivery can be made.

Consumers end up paying hundreds of pounds before finding out that no puppy is going to be delivered.

Sara Barry, Consumer Direct East Midlands Manager says: "Although these adverts can seem genuine, and however cute the pictures might be, I would advise people not to buy a pet on impulse and to choose a reputable, local breeder so that you can see the animal in person.

"To avoid falling victim to these types of scam, make sure you know who you are dealing with – always independently confirm a seller's name, address and telephone number. Never rely on just an email address as a method of contact."

"And remember that if an offer seems too good to be true it usually is!"

It is also worth remembering that there are lots of unwanted animals in rescue homes and shelters that are in need of a loving home.

February 2008 is scams awareness month, a campaign from the Office of Fair Trading which aims to provide consumers with the skills and knowledge necessary to recognise and resist scams.

For information on how to avoid becoming a victim you can read the OFT guide to beating the scammers or contact Consumer Direct for advice on 08454 04 05 06.