ADVICE has been issued to help householders avoid becoming victims of rogue fish sellers.

Durham County Council gave the warning after being made aware of incidents in neighbouring areas in which residents have been cold-called by salesmen dealing in pre-packed fish, in some cases offering to put it directly into their freezer.

The victims have then been either misled on the type of fish they were buying, grossly overcharged or subjected to high pressure sales tactics.

This has resulted in some being sold more fish than they would normally wish to buy.

Following these reports, the council’s consumer protection service has advised people to politely ask the sellers to leave if they are unhappy with their approach or do not want to buy their fish.

They should also contact a relative, friend or neighbour for advice before making a purchase, closing their front door while they do so, and then to closely examine any fish they are considering buying.

But they are strongly urged against allowing the seller into their home in any circumstances.

Should the trader try to charge more than has been agreed, the buyer should cancel the purchase without making any form of payment.

Itemised receipts, giving the trader’s name and address, should also be requested when buying.

Joanne Waller, the council’s head of environment, health and consumer protection, said: “Our general advice would be not to do business on the doorstep with any sellers of goods or services not known to you.

“If problems come to light you may not be able to identify who you have done business with to seek to put things right.”

The consumer protection service has recently given guidance to known mobile fish sellers based in County Durham, advising them of their legal obligations.

Reported incidents involving fish sellers in the county will be investigated by the department.

Should anyone have concerns, however, they can ring the Citizens Advice consumer helpline, on (03454) 040506.