Albion boss Micky Adams has branded Cardiff's proposed £2 million bid for Bobby Zamora as a "cheap publicity stunt".
And he has told his former No. 2 Alan Cork and Cardiff chairman Sam Hammam to "put up or shut up."
The Argus revealed on Saturday that Cork is lining up the record-breaking offer for Zamora.
He has pledged to put it in writing to the Seagulls this week.
Adams said today: "It's all a load of rubbish, another cheap publicity stunt by Cardiff.
"Good managers and chairman don't do their business through the newspapers. I suggest they put up or shut up."
Adams, currently in Spain, spoke with chairman Dick Knight over the weekend about Cardiff's renewed interest in his sought-after striker.
"We have received nothing from them," he said. "They keep talking about £2 million, but that's not even a tempter.
"Bobby is not for sale. They can offer as much as they want, we don't need to sell him."
Cardiff had a £1.2 million bid for Zamora rejected last season.
Albion later turned down a £1.5 million offer from Wigan for the 20-year-old former Bristol Rovers front man.
Zamora plundered 31 goals in last season's Third Division title campaign.
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