What UK Consumers Need to do to Stay Protected
Buying jewellery online has become standard practice for UK consumers, with everything from engagement rings to high-value watches now routinely purchased through websites, online marketplaces and social media platforms. However, industry bodies and regulators are increasingly concerned that consumer protections have not kept pace with the way jewellery is now sold online.
The UK has four official Assay Offices - the Birmingham, Edinburgh, London and Sheffield Assay Offices. In the UK, they are a cornerstone of consumer protection in jewellery and silverware and are independent organisations that test and officially certify the purity of precious metals.
At the end of 2025, the UK Assay Offices issued a joint open letter to Members of Parliament calling for urgent reform of the Hallmarking Act 1973, warning that it is no longer fit for purpose in a digital retail environment.
For people buying jewellery, this intervention highlights a simple reality: not all jewellery sold online to UK consumers complies with UK hallmarking law, and responsibility for spotting problems often falls on the purchaser.
Sophisticated scammers
These concerns are further supported by a recent BBC news report that highlighted how increasingly sophisticated uses of artificial intelligence (AI) are being exploited to create convincing but misleading online jewellery retailers.
Unsuspecting jewellery buyers were targeted through social media advertising and directed to websites typically presenting themselves as long-established, family run UK jewellery businesses.
Using AI-generated images, fabricated personal histories and emotive narratives, such as bereavement or closing-down sales, the websites established trust and encouraged rapid purchasing decisions.
In practice, many customers later found that the jewellery received was low-quality, mass-produced items shipped from overseas, often with overseas return addresses and disproportionate return fees.
Such practices raise concerns within the jewellery sector, where clear, accurate descriptions and transparency around materials, origin and business location are fundamental to consumer protection.
Why hallmarking matters more than ever online
UK hallmarking is one of the oldest consumer protection systems in the world. Under UK law, most items described as gold, silver, platinum or palladium above specified weight thresholds must be independently tested and hallmarked by a UK Assay Office before being offered for sale.
This applies regardless of whether the sale takes place in a physical shop, online store, marketplace or social media platform.
What a UK hallmark does - and doesn’t - tell you
A UK hallmark is not a brand mark or quality rating. It confirms only that the metal has been independently tested and meets the stated purity. A full hallmark usually includes a sponsor’s mark, a fineness mark (such as 750 for 18ct gold), and an Assay Office symbol. (You can read more about the different carat weights of gold in our blog here).
Hallmarking does not assess craftsmanship, design quality, gemstone value or overall price fairness. You must still evaluate whether an item represents what you consider is good value for money based on its full description.
Further reading: Guide to hallmarks and hallmarking.
Why online marketplaces and social selling carry higher risk
The Assay Offices’ open letter highlights very real concerns about online marketplaces and social commerce, where legal accountability can be unclear and enforcement more difficult.
Many large platforms operate as intermediaries rather than direct sellers, hosting third-party traders who may be based outside the UK. This can complicate UK consumer rights and make it harder to resolve disputes if jewellery is misdescribed or not hallmarked.
Livestream selling, social media reels and influencer-led promotions can also create pressure to buy quickly, potentially reducing the likelihood that buyers will check hallmarking, seller details or returns policies.
Reading online jewellery listings critically
When buying jewellery online, the product listing is often the buyer’s only source of information. UK Trading Standards guidance confirms that product descriptions must be clear, accurate and not misleading, particularly where material composition is concerned.
Check for explicit statements of metal type and purity. For example, descriptions such as “gold tone”, “gold coloured” or “gold style” do not indicate solid gold and are commonly used for plated or base-metal items.
Where gemstones are included, guidelines have been introduced by the National Association of Jewellers (NAJ) as to how gemstones for sale must be described. You can read more here.
Payment methods and legal protections
UK consumer guidance recommends using payment methods that typically offer additional protection, such as credit cards, when shopping online. For example, at the time of writing (January 2026), credit card purchases between £100 and £30,000 may be covered by Section 75 of the Consumer Credit Act.
You should be cautious if a seller insists on bank transfer, cryptocurrency or off-platform payments - transactions which typically may offer limited recourse.
Why poor documentation causes problems later
Jewellery that does not have clear or proper hallmarking or documentation can create difficulties with valuation, resale and insurance. Jewellery insurers may require evidence of metal content and value, particularly for higher-value items.
Sadly for buyers, issues relating to misdescription often only emerge at the point of claim or valuation rather than at purchase, so it’s important that when buying online, you carry out due diligence.
It’s also worth remembering that compliance indicators such as hallmarking, clear metal descriptions and transparent business details are not simply administrative formalities. They provide a practical trail of accountability if something goes wrong.
Where jewellery is bought from overseas sellers presenting themselves as UK-based, you may find that UK consumer rights, dispute resolution processes and enforcement mechanisms are harder to rely on.
This can be particularly problematic where an item later needs to be valued, repaired, insured or resold, as gaps in documentation or uncertainty over metal content may come to light long after the purchase has been completed.
So, what can you do to protect yourself when buying jewellery online?
Buyer checklist: what to do before you buy jewellery online
Buying jewellery online should be fun and exciting, giving you choice, clear pricing and often access to bespoke designs. But as we have discussed, issues can arise.
So before clicking “buy”, it may make sense to take the following steps. While these may feel cautious, they reflect the reality of an online marketplace where presentation can be carefully curated, and legal responsibilities may not always be obvious at first glance…
- Check whether the item legally requires a UK hallmark and whether one is shown in the photos
- Read the full description for precise metal type, purity and construction
- Confirm whether gemstones are natural, laboratory-grown or simulated
- Identify the legal seller, where they are based and check customer reviews
- Look for full business details, not just a contact form
- Telephone the number on the website to see if the company really does exist and how their customer service seems
- Be cautious when buying via marketplaces, livestreams or social media
- Question emotive and urgency tactics such as countdown timers or “last chance” offers
- Use a payment method that offers consumer protection
- Read the repairs, return and refund policy carefully
- Keep screenshots and records of the listing and purchase confirmation.
Buying jewellery online safely
Buying jewellery online should offer convenience and choice, but until legislation is modernised, consumers must take an active role in protecting themselves.
As online marketplaces, social selling and AI-generated marketing become more common, traditional safeguards such as hallmarking, clear descriptions and transparent business details are more important than ever.
Verifying metal content, seller location and legal compliance may help reduce the risk of misdescription, poor-quality goods and costly disputes later.
Jewellery insurance: why it matters after purchase
Finally, even when jewellery is bought carefully, risks do not end once an item arrives. Loss, theft and accidental damage can occur at any time, particularly for higher-value pieces worn regularly. Specialist jewellery insurance can help protect against these risks, provided items are correctly described, appropriately valued and supported by suitable documentation.
It’s important to note that while jewellery insurance plays an important role in protecting items once they are owned and worn, it does not apply at the moment of purchase itself. Insurance is intended to cover risks such as loss, theft or accidental damage after the jewellery has been received, rather than issues linked to the buying or delivery process.
If jewellery later turns out to be misdescribed, does not have a hallmark, or is not as expected, this is usually a matter to resolve with the seller or payment provider, using consumer rights and refund protections rather than an insurance policy. These situations can be frustrating, but they sit outside the scope of what jewellery insurance is designed to cover.
This is why taking care before buying jewellery online remains so important. Checking descriptions, seller details and supporting documentation at the outset may help avoid problems later and ensure that jewellery insurance, if needed, works as intended.
Disclaimer
This article is provided for general information only and does not constitute legal, or regulatory advice. Hallmarking requirements, consumer rights and insurance terms may change and may vary depending on individual circumstances.
