Internet scams to steal personal information and perpetrate identity theft are at an all time high. Phishing is the scam that most often lures unsuspecting victims into the net. Phishing is an Internet term that is used to describe a scheme which an unscrupulous person used to "fish" for personal information like social security numbers, credit card numbers, passwords, and account information.

The "fishing" usually takes place by e-mail. First the scam artist carefully creates a bogus Web site making it look exactly like the real Web site of a bank, an Internet service like eBay or Hotmail, or another institution that most people trust. Then he sends you an e-mail that looks like it is from the institution that he has decided to use as his lure.

When you receive his e-mail it will look just like it came from Citibank, Visa, eBay or another reputable institution. It will request that you verify your account information and give you a link to click where you can do that. Sometimes the e-mail will try to scare you by saying that your account will be terminated if you don't respond immediately. The link, however, does not go to the real Citibank or eBay, instead it goes to the bogus Web site that the scan artist has created. Since the Web site you are taken to looks so realistic, it seems okay to type in your personal account, credit card, and other information. When you do, the crook is saying "Got Ya!" since the information you type in is going directly into his database. He will then utilize this information to use your credit cards and to access other accounts that you may have unwittingly given him passwords for. In many cases, he will have enough information to actually commit identity theft, using your information, bank accounts, and credit cards as his own.

The e-mail that you receive will look very official. These scammers have deceived thousands of people into believing that the e-mail and Web sites are legitimate. The names of just about every major bank, retailer and e-mail provider have been used in the scams including US Bank, Suntrust, AOL, eBay, Well Fargo, Lloyds, Westpac, and Citibank.

The Anti-Phishing Working Group, an industry association that fights identity theft and fraud, estimates that up to 5% of those receiving the bogus e-mail respond and put their personal information directly in the hands of a scam artist.

Phishing costs American consumers and businesses billions of dollars every year. It also causes the consumer a great deal of aggravation and time as they are forced to try to straighten out their financial accounts and take control of their own identities.

Don't fall for these phishing schemes. Banks and most legitimate businesses will never ask for passwords, credit card numbers, or other personal information in an e-mail. To ensure your safety follow these easy guide lines.

1. Don't click on any link that is requesting personal information. If you want to check out the request for information, contact the company through an authentic phone number.
2. Visit Web sites where you might give out personal information by typing in the URL into your address bar. Also always check to see if the exact same address is still in the address bar after you arrive at your destination.
3. Update your Windows and Internet browser software often. Hackers often use software vulnerabilities to help them create fake Web sites and security locks.
4. Routinely review your credit card and bank statements.
5. Protect your Social Security number. It is the key to your identity. Don't enter it online if you can possibly avoid doing so.
6. Report any suspected scams to the proper authorities.

You can report any phishing e-mail to the institution that is being victimized. You can also send phishing e-mail to This e-mail address is being protected from spambots, you need JavaScript enabled to view it . If you feel you may have been victimized by a phishing attack, call the institution in question immediately and visit the FTC's ID Theft site at for information on what to do next. For even more information visit the Federal Trade Commissions' consumer help site . Whatever you do, don't bite at a phishing scheme.