IT MAY seem like an obvious con. A stranded businessman at the side of the road, desperate for help as his bank card will not work, is in need of cash for petrol.

He seems genuine and offers a ring as security, to show he is not taking you for a ride.

But he is. And the most callous aspect of the crime is that it preys on selfless people helping a fellow traveller in apparent need.

Humanity and generosity is something that should be treasured and promoted.

But these scams serve only to erode trust and encourage us to drive on by rather than risk becoming a fraudster’s victim.

Their actions not only take advantage of those with a giving spirit and leave them humiliated and duped, they have a knock-on effect for those genuinely in trouble.

Like the boy who cried wolf, people will now think twice before pulling over when they see someone on the hard shoulder.

But there will be a time when a woman in labour, or a man in genuine need will be left stranded because of the distrust sowed by the actions of these criminals.

Police need to find the culprits and prosecute them with the full force of the law, make an example of them and stop kindness being killed by crime.