"Consumers are urged to exercise caution when booking holiday accommodation especially if it is done via the internet and email," the Consumer Protector said in a statement.

The Protector said it had seen a steady increase in the number of false advertisements placed mainly on free websites: "It is therefore crucial that consumers be aware of the risks posed when responding to offers without having applied a measure of caution."

The Consumer Protector warned that money should never be deposited into another's bank account without confirming the property existed and was available for rent. Consumers should not to be swayed by "photographs that show a stunning property".

"Scam artists often forward false photographs in the hope of further enticing unsuspecting consumers.

"Evaluate the photos carefully as sometimes scam artists are so blatant that they claim a property is located in a particular area but on close inspection it is obvious that the photo was taken somewhere else."

It also advised consumers to be cautious of advertisements that supplied only an email address or a cellphone number: "It is in your best interests to obtain as much detail as possible on the person making the offer.

"Remember, cellphone calls can be made from any location in the country... similarly, email messages can be sent from anywhere."

Consumers were also encouraged to inspect a potential holiday property: "Someone that is unwilling to meet or let you inspect the property should be treated with caution."

The consumer protector advised caution when using websites that advertise holiday accommodation services: "The majority of these ads are valid but some of them are false."

Consumer were asked to beware of advertisements that provided a discount if a deposit was made via a specific bank's ATM as this was one of the scams doing the rounds. "Also, be careful if the deposit requested is substantially lower than what the rental industry charges."

The Consumer Protector said in most cases a 50 percent deposit was requested by genuine service providers.

Holidaymakers should check the discussion boards on the particular website offering holiday accommodation.

"Messages and warnings are often placed by consumers who may have been the victim of a scam doing the rounds on that particular website".

Consumers could contact the local tourism bureau at the holiday destination to get a list of approved service providers or work through an accredited estate agent.

"If you have been scammed then alert others including the authorities. Scam artists rely on a consumer's unwillingness to report incidents to the authorities," the Consumer Protector said.

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