SHOPPERS in Hereford could be tricked into giving money to private companies looking to make a profit, Herefordshire Council has warned.

Despite many local charities relying on donations raised by street collections, but the public could be giving money to a company and only a small proportion of the donation might go to charity.

Herefordshire Council Trading Standards Manager, David Hough, said: "While it may not be illegal, we believe some private companies may try to exploit Herefordshire's close connection to the Armed Forces with potentially misleading street collections, or sell health pamphlets and scratch cards.

"Members of the public should never feel guilty or under pressure by a fundraiser to make a donation immediately.

"We have recently received complaints about street collectors selling a war veteran's magazine in High Town, Hereford.

"It is only when you read the booklet that you discover the company is not a charity, and most of the money goes to the seller and the company publishing the magazine.

"Members of the public were misled into thinking the seller was an unemployed service veteran, when there was no guarantee that this was the case."

Advice from Herefordshire Council's Trading Standards is too not feel under pressure to donate on the spot, take time to make your decision and only give to charities you know and are genuine.

Anyone concerned should contact Citizens Advice consumer helpline on 03454 040506.