SUMIT SHARMA
Jammu: The Jammu and Kashmir Food, Civil Supplies & Consumer Affairs (FCS&CA) Department has launched a major consumer-protection drive against the alleged misleading marketing of imitation jewellery as “1 Gram Gold”, directing traders to remove all potentially deceptive advertisements and promotional material within 48 hours.
Director FCS&CA, J&K, Rajesh Kumar Shavan, JKAS, chaired a meeting with representatives of the 1 Gram Jewellery Association to review the sale, display and advertisement of imitation jewellery being marketed under the description of “1 Gram Gold”. The directions assume significance amid growing use of lightweight and gold-plated jewellery in the retail market, where clarity over the actual composition and recoverability of the product is crucial for consumers.
Taking serious note of promotional material that may create a false impression among buyers, the Director ordered traders to remove, within 48 hours, all banners, advertisements and other publicity material making false or misleading claims regarding “1 Gram Gold”.
The department has also directed traders to ensure that genuine gold jewellery and imitation jewellery are not displayed or sold from the same premises in a manner that could confuse consumers. Separate shops or premises are to be maintained for imitation jewellery so that buyers can clearly distinguish between genuine gold and imitation products.
The department has further put the onus on traders making a “1 Gram Gold” claim to produce the requisite BIS certification/hallmarking credentials, wherever applicable, in support of their claim.
The Director has also stressed that jewellery described as gold-melting jewellery should be 100 per cent recoverable; otherwise, describing or advertising it in a manner that suggests such recoverability could amount to a misleading claim. Traders have consequently been directed to maintain complete transparency about the nature, description, composition and certification of the products being sold.
BIS states that hallmarked jewellery sold by registered jewellers is required to undergo testing and hallmarking through recognised hallmarking centres, providing an important mechanism for establishing the purity of precious-metal jewellery.
BIS
The FCS&CA Department has directed its concerned field officers, along with BIS officials, to conduct necessary inspections and initiate action under applicable laws against traders found indulging in false, misleading or deceptive advertisements and trade practices.
The latest move comes at a time when jewellery retailers increasingly use advertising, social media, banners and outdoor displays to attract consumers, making accurate product descriptions particularly important. Industry research has also highlighted the importance of purity assurance and consumer trust in India’s jewellery market.
Officials said the exercise is aimed at ensuring that a consumer purchasing imitation jewellery does not mistake it for genuine gold because of the manner in which the product is advertised or displayed.
The crackdown is therefore not against imitation jewellery itself, but against misrepresentation of its nature, purity or recoverability. Traders have been asked to ensure that consumers receive clear and accurate information before making a purchase.
With the 48-hour deadline now in place, inspections by the concerned authorities are expected to determine whether traders have complied with the directions and whether advertisements or product descriptions continue to make claims that could mislead consumers.
For consumers, the message is clear: a product advertised as “1 Gram Gold” should not automatically be presumed to be solid gold. Buyers should seek clear information about its composition, certification and recoverability before making a purchase.
