F-Secure is reporting that a new fake Anti-virus product uses the popular AVG name itself in an attempt to trick users.  Users should avoid rogue products and never offer credit cards or other payments when they are infected (but seek cleaning tools to remove the rogue itself) 

F-Secure: With great name comes great liability?
http://www.f-secure.com/weblog/archives/00002090.html

As users become smarter in distinguishing the name of fake and real antivirus programs, rogueware authors have now resorted to a bolder move — stealing the identity of a legit program and using it on their fake products. A rogue was recently discovered to be using AVG’s logo and reputable name, hoping to mislead and trick people into purchasing the fake AV.

It implemented the typical method used by other rogues, i.e., pretending to scan the system and then claiming to have detected multiple malicious files. Since the free version is limited in capability, users have to upgrade to the full (fake) version to remove these files. Aside from AVG’s logo, the rogue’s interface bears no resemblance to that of the legit AVG Anti-Virus Free Edition