Trading Standards are investigating a Cannock company for selling smoke detectors which it wrongly claims can alert the nearest fire station when activated.
Staffordshire Fire and Rescue Service is keen for anyone approached by the organisation to contact Trading Standards immediately.
"What this company is saying is misleading and dangerous."
David Steele, Risk Reduction Officer
Earlier this year companies in Cannock and Rugeley received bogus telephone calls from people falsely claiming to be selling advertising space on behalf of the Service.
Risk Reduction Officer at Staffordshire Fire and Rescue Service, David Steele, said the actions of this company could be putting lives at risk.
"What this company is saying is misleading and dangerous," he said.
"If any members of the public have purchased these detectors and bought into what this company is telling them, we have a big problem. Because in the case of a fire happening people would not think of ringing 999 as they would mistakenly believe their alarm has already notified the fire station for them.
"This will create a much greater risk than would be the case if they telephoned the emergency services.
"Effectively people will think firefighters are coming out to help them when they are not.
"Staffordshire Fire and Rescue Service is in the business of protecting and saving lives, not jeopardising them, which is what this company is effectively doing."
Staffordshire Trading Standards officers are leading the investigation following reports the company has been door-to-door selling in the local area.
Anyone with information on this matter should telephone Staffordshire Trading Standards Department on 01785 854986.