FIREFIGHTERS in South Gloucestershire are advising Black Friday shoppers to keep an eye out for fake and substandard goods to reduce the risk of accidental electrical fires.

As part of Electrical Safety Week, which goes on until Sunday, Avon Fire and Rescue Service (AFRS) have been keen to highlight the serious fire risk that fake electrical products present.

New research carried out by Electrical Safety First reveals that an estimated nine million UK consumers have purchased a fake electrical product as a Christmas gift in the past.

“A fire in the home can be devastating, destroying belongings and endangering lives,” said Matt Peskett, AFRS group manager for risk reduction.

“Fake electrical products appear more convincing than ever, but they can contain less than half the internal components required to run safely.

“We would like to urge shoppers to take the time to check that the products they are buying are genuine.”

The service have issued advice to help shoppers avoid fake goods, including buying the product from reputable retailers, checking the price and shopping around.

Shoppers are also asked to make sure they read product guarantees, terms and conditions, and returns policies before they buy.

When buying online, shoppers are suggested to look out for the padlock symbol at the bottom of the screen to ensure there is proper protection, beware of glowing reviews, especially if the reviewer isn’t verified, and look out for the seller’s contact details to make sure they are contactable if there is an issue.

For more information on how to spot a fake, including after it has been bought, visit www.electricalsafetyfirst.org.uk/SpotTheFake

For more fire safety advice visit www.avonfire.gov.uk