Answering the door to a stranger can be unsettling, particularly for the elderly.

The anxiety increases when the caller attempts to pressure the householder to sign up to buy goods or services that they may not necessarily want or need.

In the past year, more than 1,170 doorstep selling complaints were made in Yorkshire and Humberside. In a bid to protect the vulnerable, West Yorkshire Trading Standards Service (WYTSS) is joining forces with the Office of Fair Trading’s (OFT) summer doorstep selling campaign, empowering local residents to deal with untoward doorstep sellers.

Research conducted by the OFT highlights the elderly as being particularly at risk of doorstep selling scams. One in five people aged over 70 interviewed admitted to not being confident in deciding whether to employ a tradesperson, and a fifth of those questioned couldn’t see through pressure sales tactics such as having to pay cash in advance or having to make a quick decision to get a good deal.

The OFT is offering tips on how to deal with doorstep sellers, including not feeling pressured to agree on the spot, checking identity, reading small print, being wary of warnings about your home and never handing over a cash deposit. It is also advising people not to sign anything and to get a second opinion.

Graham Hebblethwaite, chief officer of WYTSS said: Not all doorstep sellers are bogus, however unlawful traders can be unscrupulous and use a range of persuasive tactics to sell seemingly irresistible offers to unsuspecting and often vulnerable people in their homes.

“I’m urging everyone who knows or cares for a vulnerable elderly person to make sure they are aware of their rights. No-one should feel pressured into making a rash buying decision. If in doubt, always think twice and get a second opinion.

Across the Bradford district, residents suffering at the hands of rogue traders, doorstep criminals and unsolicited sales people have been reassured by the creation of Cold Calling Control Zones.

In Great Horton , a ban on unwanted visitors on Yorkshire Way, Oakwell Close and Charlotte Court has taken the number of zones to six. Funded by Great Horton ward, they have been set up with support from organisations including the police, Bradford Council, Neighbourhood Watch and WYTSS.

Inspector Esther Hobbs, crime reduction inspector for the Bradford area, says: “The feedback I’ve had from the local Neighbourhood Watch officer has been fantastic. The schemes definitely make people feel more comfortable and we are keen to help people in setting up these schemes.

“Even if a person is quite confident it can be hard to say ‘no thank you’. Some people, particularly the elderly, feel obliged to pay out. To not have that knock on the door in the first place is great, particularly if there has been an incident with a seller being a bit aggressive.”

Ilkley area currently has seven zones, including two in Ilkley itself, plus areas in Menston , Burley -in-Wharfedale, Addingham and Steeton .

“They are very successful,” says Inspector Sue Sanderson, based at Ilkley Police Station. “Feedback from residents has been really positive. People feel more comfortable saying ‘no’ – the zones empower them to do so. They feel that they are not saying no on a personal level, but have the support of the zone. The zones give them some kind of protection.”

The zones – which were funded through a mixture of proceeds of crime cash, and money from parish and district councils – also reduce the fear of crime. Adds Insp Sanderson: “People feel that cold callers coming into the area may commit crime. The majority are bonafide salespeople, but some rogue traders will prey on the elderly and vulnerable.

“Many cold callers choose to visit on summer evenings, as it is getting dark. Residents, particularly the elderly, don’t know who is at the door and then people tell them they need work doing, and they don’t know what to do.”

David Wheeler, treasurer of Bradford & District Senior Power, would like to see more control over doorstep sellers and is pleased by the measures being taken. “People get sucked into it. It is important that people know their rights, but is sometimes difficult, particularly as older people can get confused, and some will often say anything to get the person away from the doorstep.”

Councillor Val Salter, chairman of West Yorkshire Trading Standards Committee, advised people to make sure they are getting the deal they think they are getting.

l If in doubt, visit adviceguide.org.uk or ring the Citizens Advice consumer helpline on 08454 040506.