As the countdown to Black Friday continues, consumers in Hertfordshire are being warned to "stay vigilant".

Black Friday and Cyber Monday have become annual highlights of the shopping calendar, promising massive price cuts at a time when many people are on the hunt for Christmas gifts.

But Hertfordshire County Council's trading standards officers are warning shoppers that for some they are also an opportunity for fraud and misleading practices.

And they are advising shoppers to be on the lookout for misleading pricing and fraudulent websites, as well as phishing emails, texts and QR codes.

In some cases, items presented as being at a 'special price', they say, may previously have been sold at the same price or even cheaper.

In addition, they point to fraudulent websites that appear to offer in-demand items for a bargain but may actually be offering counterfeit or non-existent goods.

And they warn shoppers that fraudsters may send phishing communications – emails, texts or QR codes – suggesting there is an issue with an order.

Hertfordshire trading standards officers are advising shoppers to stick to "trusted retailers" and to check URLs when shopping online.

They say all websites should include a geographical address where the business is based and that consumers can use an internet search engine to confirm they are actually based at that address.

They advise shoppers to check the returns policy of businesses on online market places before purchasing and to avoid social media sellers and QR codes.

They suggest using online comparison websites, with some including the price history of items and allowing shoppers to see if promotional prices are as good as they seem.

For items that cost more than £100, they point to the added protection offered to those who buy using a credit card.

Trading standards is part of the community safety services delivered by the county council.

Cllr Ajanta Hilton, the council's executive member for public health and community safety, said: "While shopping events like Black Friday can be a great way to find Christmas deals, they also create opportunities for fraud and misleading practices.

"I urge everyone to stay vigilant at this time of year, be more aware of where you shop and know your consumer rights.

"If a deal seems too good to be true, it probably is.

"If any businesses are unclear about the regulations and their responsibilities, our trading standards team can provide advice and support to help them operate in a safe and legal way."

• Shoppers who require advice about a purchase can contact the Citizens Advice Consumer Service on 0808 223 1133 or at www.citizensadvice.org.uk/consumer.

Those who suspect fraud can contact Action Fraud on 0300 123 2040 or at www.actionfraud.police.uk.