Bra expert Sadie "The Bra Lady" Ayton told how she had signed over a deposit of more than £100 to pay for, what she believed, was an advertisement in the popular Visitor Guide – the 84-page quality guide to the Yorkshire Coast and region which is published annually by the Scarborough Evening News.

Three men, from the Blackpool area, were later convicted of the scam which left many traders out of pocket.

Mrs Ayton said: "One of my staff had made an appointment for me to see one of these young men and I travelled down to Scarborough from Consett.

"He told me he was from the Visitor Guide and was actually carrying one with him.

"He told me they were making the guide into an A5 glossy magazine.

"So I said that was fine and to put the same advert in as last year."

Mrs Ayton then handed over a deposit and waited for the proof of the advert.

She said: "When I received the advert it had pictures of underwear on it and I don't put pictures of lingerie on my adverts. I told them it wasn't right and sent it back, and they sent me another similar one."

Mrs Ayton telephoned the Scarborough Evening News' Visitor Guide staff.

After realising the alleged salesman was a fraud, she reported him to consumer watchdogs.

Trading Standards confirmed it had received similar calls about the company and took three men to court in relation to the matter.

All three are due to be sentenced within the next month after being found guilty of deception charges at Teesside Crown Court.

To make sure you obtain the correct holiday publication, look for the £1.99 Visitor Guide 2008 that is a similar size to the Evening News, with maps, and covering Scarborough, Filey, Bridlington, Whitby and villages, Ryedale, the Wolds, and Robin Hood's Bay.

The guide includes vouchers for £22 off at Flamingo Land, 2 for 1 at the Sea Life Centre, a Domino's Pizza offer, and a variety of cash-saving promotions.