SPORTS fans in Kent are being urged to be on their guard when buying tickets for sports events such as next year's Olympic and Paralympic Games in London.

Officers from Kent County Council's trading standards service are using National Consumer Week to highlights the potential pitfalls of falling for fraudulent deals when purchasing seats at sporting events.

Remaining tickets for the Paralympics go back on sale early next month, so the advice to check and check again when buying tickets is as relevant as ever.

Mike Hill, KCC cabinet member for customer and communities, said: "Kent has played host to many major sporting events and the Paralympics will be coming to the county for the road cycling competition in September 2012.

"Unfortunately big events present perfect opportunities for criminals to target people who are keen to watch sport and buy merchandise. We encourage everyone, as part of National Consumer Week, to be on the lookout for fakes."

Trading standards officers advise consumers to help tackle fraud by using the following checklist to ensure they you don't lose money or end up with unsafe goods:

• Choose your shopping outlets and websites carefully.

• Help yourself. If the deal seems too good to be true then it probably is.

• Make sure you look for authentic branding and holograms.

• Contact trading standards if you are concerned.

• Keep a copy of your order and receipts.

The key message of the Good Sports Don't Fake It campaign is that if you are not sure about what you are buying, get advice by phoning 0808 1562256 or visit www.direct.gov.uk for more information.