PERSONAL data is being sold for as little as 4p an item and is being traded on a “huge scale”, according to a study by a consumer group.

Researchers from Which? contacted 14 companies that sell data and found the information was sometimes being traded potentially illegally.

They managed to access personal information about half a million people over the age of 50, including details about their salary and pensions.

Such information can be instrumental in helping scammers who con people out of their pension savings, or persuade them to move money from their bank accounts.

Harry Rose, Which? money editor, said: “Some companies are apparently willing to sell to anyone who comes calling.”