As the countdown to Valentine's Day continues, romantics among us may be hoping to find they have a secret admirer . . .

But Hertfordshire's trading standards officers are warning that those looking for love could be the targets of those looking to scam.

As part of a "romance fraud", a criminal will trick their victims into believing they are in a relationship, before often asking for money or vouchers to help with an emergency or with the cost of travel to visit them.

Fake profiles – even fake celebrity profiles – AI images and even video deep-fakes can be used as part of the deceit.

In the run-up to Valentine's Day, trading standards officers are warning Hertfordshire residents to be wary of these frauds.

The executive member for public health and community safety, Cllr Ajanta Hilton, is urging anyone who thinks they may have fallen victim to these scammers to speak up.

"Romance scams can happen to anyone."

"These criminals use manipulation and sophisticated tactics to win trust, create emotional bonds, and isolate their victims.

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"There is no shame in being targeted; what matters most is speaking up.

"If something doesn't feel right, or if you think you may have been scammed, please report it.

"Your information could protect you and prevent someone else from being harmed."

In highlighting the fraud, trading standards officers have detailed three Hertfordshire residents who have been targeted by romance fraud in the past.

In one instance, they say, a woman was tricked into buying gift cards and sending them to someone that she was made to believe was an overseas celebrity.

As part of the scam, which started with direct messages on social media, she was, they say, sent photographs of the "celebrity" in hospital after a "serious accident".

There were voicemail messages that declared his love for her, but put pressure on her to keep it a secret, owing to his current relationship, which was about to end.

In another example, a man was reported to have been groomed into sending the little money he had overseas to a woman he believed he was in a relationship with.

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And when he questioned why she did not travel to the UK, they reported that he was sent a photo of a fake air ticket to coerce him into sending more money.

In another example, trading standards officers have highlighted a man who they say was sent constant and flirtatious messages from "ladies" abroad.

He was told that they needed money to pay urgent bills, to pay ransom demands after being kidnapped and to pay off debts to illegal money lenders.

And, say trading standards officers, he was so worried that he sent the money, while then being forced to use food banks because he had no money himself.

Increasingly, trading standards point to romance frauds where victims are encouraged to make a cryptocurrency investment, rather than being asked to send money.

But the investment is fake, and as soon as the money is deposited, it is taken by the criminals.

They also point to fraudsters who request intimate photographs that they then use to blackmail and to extort money.

And they warn that romance fraudsters may also be seeking personal information to commit identity theft or to set up a future follow-up fraud later.

They are advising residents to be suspicious of any contact "out of the blue" – particularly where they talk about investing or request intimate images.

They are also warning residents to be suspicious if they feel rushed into making a decision by someone they believe they are in an online relationship with – such as an emergency or a time-limited opportunity.

And they warn against any situation where you are made to feel that you should keep something secret – stressing that fraudsters rely on isolating victims.

For those who may be concerned about someone else, they warn that victims of romance fraud can become withdrawn, secretive about a relationship, have sudden or increasing money troubles, ask to borrow money or spend an increased amount of time online or on their phones.

Anyone who has concerns can contact Report Fraud – www.reportfraud.police.uk – on 0300 123 2040.