Paul Hollywood has warned his fans that con artists are pretending to be him online in order to scam people.
The Bake Off star, 54, posted a message on Instagram saying that he was getting messages telling him that scammers were active.
The baker urged people to keep their eye out for the blue tick on his social media, as the sign shows that an account is authentic.
Addressing his 336,000 followers on the site, Hollywood said: “Morning, I’m still receiving messages saying there are scammers pretending to be me contacting you.
“Look for the blue tick highlighted, also look at the follower number!
“I don’t have a private account. Please be careful, watch the GBBO, and Great British Bake off scammers too, look for blue tick ALWAYS!!!!!! X.”
Several fans responded to the post to say they had had a brush with swindlers making out that they were the star, or connected to him.
One posted: “I got it on Twitter, saying I won to meet you, I’ve emailed u ages ago about it, who was doing it turned really nasty as well x.”
“I got one from a guy who pretended to be your manager… I didn't reply!” said another.
“Yes I've had loads trying to add me, some with just your picture and their own name, have reported them all,” said another.
Hollywood’s warning comes after scammers used images of his former Bake Off co-star Mary Berry to endorse cannabis oil products.
The cook told Watchdog she was “absolutely shattered” after fans splashed out on products that they thought she was backing.