"More than 60 percent of cases reported to us have been classic online scams," says NetSafe's executive director, Martin Cocker. "Over half the money reported lost was by individuals falling prey to phishing attacks, advanced fee fraud and romance scams."

Over the last year the not-for-profit organisation has been able to use the website as an effective early warning system as new scams are reported in waves by people from all over New Zealand.

"As a result of this intelligence we've able to produce specific consumer advice, proactively warn people of the issues and also work with our law-enforcement and government partners to try and get scammers shut down," Cocker says.

The site is run in partnership with the Police, Customs Service, Commerce Commission, Department of Internal Affairs and the Office of the Privacy Commissioner. But NetSafe has seen most activity connected with internet scams and frauds, an area overseen by the Ministry of Consumer Affairs and its Scamwatch programme.

During the last four months of 2010, the main issues were advanced fee frauds, deceptions targeting car sellers and rental scams affecting landlords and tenants, NetSafe reports