A NOTORIOUS publishing firm tried to lure a Redditch fire safety consultant into advertising his company in its magazine by making misleading claims about its distribution.

Bob Williams, of Match-borough East, is now warning small businesses to be on their guard after being targeted by Cavendish Black, which was featured on BBC's Watchdog.

The Birkenhead-based firm contacted Mr Will-iams, a former fire safety officer, to ask him whether he would be interested in advertising his consultancy services in its magazine, Fall Out.

It claimed the quarterly emergency services' journal would not only be distributed to fire, police and ambulance personnel but also to local businesses.

Not knowing Cavendish Black's reputation, Mr Williams agreed to buy advertising space in the magazine.

"But when the order confirmation came through there was no mention of distribution to local businesses, only to emergency services personnel," said the Goosehill Close man.

"My wife suddenly rem-embered a story on Watchdog so we investigated further and was surprised to see that the company was well known to the programme, having misled and intimidated a number of small businesses."

Mr Williams cancelled his order and contacted the Office of Fair Trading (OFT), which said it had received more than 400 complaints about the firm.

"I hope it will be the end of it as the company employs a debt enforcement agency which uses bullying tactics if small businesses do not pay up."

He warned: "I want other small businesses in Redditch to be aware of this company.

"Being a retired fire officer I obviously fully support the emergency services and wouldn't want them to be tarnished in any way by dubious selling techniques."