TRADING standards officials are warning consumers across North Yorkshire not to expect riches and gifts from allegedly free scratch cards or similar competitions.

Every year, the Northallerton-based consumer watchdogs receive many complaints from disillusioned people who believe they are in line for big rewards.

But, invariably, they have entered the free competitions only to be deeply disappointed with the prizes that are sent to them.

In the latest incident, a man from Richmond believed he had won valuable goods such as a video recorder, a computer, a hi-fi system a digital camcorder or a one-carat emerald.

However after responding to the game card he received a prize of a dull green uncut stone - which experts described as virtually worthless.

According to the watchdogs, the catch with such schemes is that claiming the prize involves making a lengthy telephone call at premium rates of about £1 per minute.

And to win his worthless green stone the Richmond man had spent £5 in phone calls - and was left feeling ripped off.

Now officials, who described the competition as a scam, are warning others to beware they are likely to get a similar "prize" from the competition.

"Our enquiries show that the vast majority of people claiming prizes will get this worthless emerald," said the head of trading standards and regulatory services, Stuart Pudney.

"It is easy to see where the operator is making money, but there is very little we can do to stop it."

He added: "People must read the small print on all these types of prize draws and competitions. They must remember that, if something appears to be too good to be true, it usually is."