False Claims in Demi-Fine Jewellery Marketing
To avoid falling prey to false advertising in demi-fine jewellery, always check the base metal, hallmarks, and whether gold is solid, filled, vermeil, or plated. Treat “waterproof”, “hypoallergenic”, and “nickel-free” as prompts to ask questions, not proof of quality. If materials and markings are vague, skip the piece or seek clarification.
Table of contents
- Introduction
- Why Is There So Much Confusion Around Demi-Fine Jewellery?
- What Counts as Misleading Jewellery Advertising?
- How Should You Read Metal Stamps and Hallmarks?
- Gold Terms That Get Abused Online
- What’s the Problem with Stainless Steel in Demi-Fine Jewellery?
- Which Demi-Fine Jewellery Marketing Phrases Should Make You Pause?
- How to Audit a Demi-Fine Jewellery Product Page
- What to Do If You Have Been Misled About Demi-Fine Jewellery
- Concluding Remarks
- FAQs
Eira Gold Filled Gemstone and Pearl Necklace
Introduction
If you have ever bought a “gold” necklace online that arrived looking suspiciously light, brassy, and oddly coloured, you’re not the only one. Demi-fine jewellery has exploded in popularity, and so have the creative (and sometimes downright misleading) ways brands describe their pieces.
I have worked with metals, gemstones, and jewellery production for more than three decades. In that time, I have seen the best of the trade, and I have also seen some very inventive fiction on product pages.
This guide is here to help you tell honest demi-fine jewellery from clever copywriting. We will look at hallmarks, gold terms, buzzwords like “waterproof”, “hypoallergenic” , and “nickel-free”, and the red flags to look for before you hand over your card details.
If you would like a broader primer on what demi-fine jewellery is, you can read our main guide, What Is Demi-Fine Jewellery? This article goes deeper into the truth and tricks behind the terminology.
Gold Figure Eight Cable Chain Bracelet
Why Is There So Much Confusion Around Demi-Fine Jewellery?
Demi-fine jewellery sits between costume jewellery and traditional fine jewellery. That “middle” position is part of the problem.
- Demi-fine uses precious metals and gemstones, but not always in solid form.
- It often mixes precious and non-precious components.
- Many pieces are sold online, where you cannot hold or inspect them before buying.
At the same time, the Competition and Consumer Act 2010 (Cth) says businesses must not make false or misleading representations about things like the standard, quality, value, composition, or place of origin of goods. Under the it is also illegal to engage in conduct that misleads or deceives, or is likely to mislead or deceive, consumers.
The gap between what the law expects and what some brands say is where consumers get hurt. This article will help you stand in that gap with a sharp eye.
What Counts as Misleading Jewellery Advertising?
You do not need to be a lawyer, but it helps to know the basic ideas.
Under the ACL, a business must not:
- Make false or misleading claims about the quality, composition, or value of goods.
- Use advertising or descriptions that give a wrong overall impression, even if individual details are technically accurate.
- Hide or omit key information in a way that leaves consumers with the wrong idea.
Translated into jewellery language, that means:
- You cannot call brass with a whisper of gold “18K gold necklace” without saying it is plated.
- You cannot describe cubic zirconia as “diamond” without clearly stating it is an imitation or simulated diamond.
- You cannot claim a plated piece is “waterproof forever” when normal wear will eventually breach the coating.
Even if a brand never intends to mislead, the effect on the reasonable shopper is what matters.
Hammered Finish Square Huggie Hoop Earrings
How Should You Read Metal Stamps and Hallmarks?
Hallmarks are meant to make life easier. Unfortunately, some sellers lean on the fact that most buyers do not know how to read them.
You will commonly see:
- 925: Sterling silver (92.5% pure silver).
- 375 / 585 / 750: 9K, 14K, 18K gold respectively (37.5%, 58.5%, 75% pure gold).
- 1/20 14K GF (Gold-filled): at least 1/20 of the total metal weight is 14K gold bonded to a base metal.
- 925 + plating information in the product description: Gold vermeil or gold-plated silver. The piece is still predominantly sterling silver.
A couple of important points:
- Vermeil is gold over sterling silver, with a defined minimum gold thickness (2.5 microns). The piece will still usually carry a 925 stamp, because the bulk of the metal is silver.
- Micron information (for example “2.5 microns of 18K gold over sterling silver”) will not appear in the stamp but should be listed in the product description if it is being used as a selling point.
A legitimate demi-fine brand will be very specific about these things on the product page.
Be careful when you see:
- Vague claims like “18K gold necklace” with no 375/585/750 mark and no mention of plating or base metal.
- No metal information at all in the description, just “gold tone”, “luxury finish”, or similar fluff.
- Stamps that appear in photos but are never actually accounted for in the product description.
If hallmarks and metal details are unclear, you are entitled to ask. Honest demi-fine jewellery brands like Bowerbird Jewels will explain exactly what you are buying.
Gold Terms That Get Abused Online
The classic problem: three listings all described as “18K gold”, three very different realities.
Solid Gold
This descriptor means that the piece is made from gold alloy all the way through (for example, 9K, 14K, or 18K). The karat should match the stamp (375, 585, 750, and so on).
Red flags:
- “Solid 18K look” or “solid gold appearance” – wording that imitates the term without actually saying it.
- Solid gold pricing on a bargain marketplace that looks too good to be true.
Gold Filled Rice Pearl Hoop Drop Earrings
Gold-Filled
Gold-filled uses a thick layer of gold mechanically bonded to a base metal, usually brass. There are strict ratios. For example, “1/20 14K” means at least 1/20 of the item’s metal weight is 14K gold.
Remember that basic chains and simple designs lend themselves to gold-filled formats, while complex, cast, organic shapes do not.
Red flags:
- “Gold-filled style” or “gold filled plated” – phrases that borrow the trust of “gold-filled” but describe ordinary plating.
- No fraction such as 1/20 14K anywhere on the piece or in the listing.
Explore: Bowerbird Jewels Gold-Filled Collection
Skylark Blue Topaz Necklace in 18K Gold Vermeil or Silver
Gold Vermeil
Traditionally, vermeil is:
- Sterling silver base.
- A minimum 2.5-micron gold plating.
Red flags:
- Vermeil used on non-silver base metals (for example, brass).
- No mention of silver at all, just “vermeil over base metal”.
Explore: Bowerbird Jewels Gold-Vermeil Collection
Lock and Key Necklace in Sterling Silver or Gold
Gold-Plated
“Gold-plated” simply means a thin layer of gold over a base metal. It can be beautiful, but it has a shorter life, especially on rings and bracelets.
Red flags:
- “Thick gold plating” with zero figures (no karat, no micron thickness).
- Listing that calls something “gold-plated” in tiny text, but uses “18K gold” loudly in all the main headings.
When thickness or karat is used as a selling claim, brands should have evidence to back it up. That is the principle behind advertising substantiation policy in truth-in-advertising law.
Moonglow Opalite Necklace in Silver and Gold
What’s the Problem with Stainless Steel in Demi-Fine Jewellery?
Stainless steel sounds reassuring because we tend to think of it as strong, tough, and practically indestructible. That’s believable if you’re looking to buy kitchenware, medical instruments, or automotive parts. In jewellery, the reality is more nuanced.
Many “demi-fine” pieces on large marketplaces are:
- Stainless steel with a gold-coloured PVD or other coating
- Described as “18K gold”, “non-tarnish”, or “24/7 waterproof”
- Priced low enough that genuine, thick, precious-metal coats are unlikely
Stainless alloys can vary widely in quality and trace-metal content. Some items contain no gold at all despite the colour. The surface can scratch, and cheaper alloys can discolour over time. Stainless steel is difficult to refine into reusable precious metal. Therefore, for jewellery purposes, it often functions more as a disposable, fast-fashion material than a long-term resource.
If a piece is stainless steel:
- The brand should say so clearly.
- Any gold colour should be described as a finish, not implied to be solid gold.
- Claims like “never fades” or “waterproof forever” should be treated with scepticism.
Under Australian law, exaggerated “puffery” (like “Our new CZ ring collection has the most dazzling sparkle the universe has ever seen”) is allowed, but objective claims about performance (for example “will not tarnish”) must be truthful and backed by evidence.
Which Demi-Fine Jewellery Marketing Phrases Should Make You Pause?
Some phrases ring alarm bells for me instantly. They are not always dishonest, but they are often used in a way that leaves consumers with the wrong impression.
Empowered Organic Stud Earrings
Nickel-Free
Nickel can cause reactions for many wearers, so the claim “nickel-free” is attractive.
Questions to ask:
- Is the base metal named (sterling silver, gold, stainless steel, brass), or is it a mystery?
- Is the claim backed by any standard or test, or simply thrown in for comfort?
It is important to know that most stainless steel, while highly durable and anti-corrosive, contains nickel. For those with a severe nickel allergy, this needs to be kept in mind, as it can make broad claims of "nickel-free stainless steel jewellery" doubtful unless specific, low-allergy grades (like 316L surgical steel) are used.
A “nickel-free” plate over a nickel-containing base can still cause problems once the coating wears.
Hypoallergenic
“Hypoallergenic” sounds medical, but it is not a regulated term in Australia, which means there are no official standards a piece of jewellery must meet to use this label.
Use it as a reminder to dig deeper, not as reassurance:
- Look for known low-reaction metals (sterling silver, solid gold of adequate karat, titanium).
- Treat “hypoallergenic” with caution if it is the only information given.
Waterproof, Non-Tarnish & Sweat-Proof
These claims are objective, testable promises, not just nice adjectives. The reality is that:
- Solid gold and solid sterling silver hold colour in water, but even they can accumulate surface residue and need cleaning.
- Any gold-plated, PVD, or coated finish will eventually wear with friction and chemicals.
- Chlorine, spa water, and ocean water are harsh on most jewellery.
The ACCC’s guidance on advertising is clear. Businesses must avoid conduct that misleads, and they must not make false claims about the performance or benefits of a product. Calling a plated chain “waterproof” in the absolute sense is risky territory.
Gold Filled Pearl Line Necklace
Ethically Sourced, Sustainable & Eco-Friendly
These are what the ACCC calls credence claims, things consumers cannot easily verify themselves. For jewellery, that might include:
- Recycled metal usage
- Conflict-free diamonds and traceable gemstones
- Reduced-waste manufacturing
Ethical brands will:
- Explain how they source and recycle
- Mention independent schemes or frameworks if relevant
- Give concrete, verifiable actions (for example, a return-and-refine program, recycled packaging, or donation structures)
Vague “planet positive” taglines with no detail are marketing, not ethics.
“Diamond” Without a Qualifier
FTC jewellery guidance, which many jewellers worldwide follow as best practice, says that simulated or lab-grown diamonds, and imitation gemstones, should be clearly described as such, immediately and prominently.
Be careful when you see:
- “Diamond-like brilliance” on cubic zirconia without the words “cubic zirconia”, “imitation”, or “simulated”
- Gemstone names like “ruby”, “emerald”, “sapphire” used without clarifying that the stone is lab-created or imitation when it is not mined.
If you do not see clear wording, ask.
How to Audit a Demi-Fine Jewellery Product Page
When you cannot hold a piece in your hand, the description and images are all you have. Here is how to read them critically.
Kaleidoscope Pearl Beaded Stacking Bracelet
Start With the Metal
Ask yourself:
- Is the base metal named, or is it just called “gold” or “silver”?
- Are there hallmarks or fineness numbers mentioned?
- Is plating clearly disclosed, with karat and (ideally) micron thickness if used as a selling feature?
If you cannot tell what the piece is made from after reading the whole page, something is wrong.
Look for Stone Transparency
For any stone that materially affects the price:
- Is it described as natural, lab-grown, or imitation?
- Are treatments disclosed if they change value or care requirements (for example, heavily filled or dyed stones)?
If you see only “sparkling stone” or “crystal” with no further detail, be wary.
Medium Square Profile Hoop Huggie Earrings
Check the Photos
Zoom in and check:
- Do close-ups show the metal finishing clearly, or is it all heavy filters?
- Can you see any clue of a stamp? (Not essential, but helpful.)
- Do customer photos line up with the brand’s own imagery, or do they look dull and different?
Read the Fine Print and Policies
The ACCC is very clear that the overall impression matters, not just fine print. That said, you still should read:
- Returns and exchanges
- Warranty and repair policies
- Delivery timeframes and any extra charges
If the shine of the front page is not matched by clear policies, that is a sign to slow down.
Mosaic Sparkling Stud Earrings
What to Do If You Have Been Misled About Demi-Fine Jewellery
In Australia, you are not expected to simply accept misleading advertising as bad luck.
Under the ACL:
- Businesses must not engage in misleading or deceptive conduct.
- They must not make false or misleading representations about goods, including their quality, value, or composition.
- You are entitled to remedies if goods are not as described or fail to meet consumer guarantees.
If you believe a demi-fine piece was misrepresented:
- Contact the retailer in writing.
- State what you bought, when, and link or screenshot the original listing.
- Explain what was misleading (for example, advertised as “18K solid gold” that was tested and confirmed to be plated brass).
- Request a remedy, usually a refund or replacement
- Give them a reasonable time to respond.
- If they refuse or ignore you, you can:
- Lodge a complaint with NSW Fair Trading or the relevant state body.
- Contact the ACCC for guidance and to report misleading conduct.
You do not need to quote legislation. A clear, factual description of the issue, plus screenshots of the original claims, is powerful.
Polished Oval Silver Huggie Earrings
Concluding Remarks
The demi-fine space should be exciting, a place where you can own beautiful, well-made pieces without the burden of high fine-jewellery pricing. It becomes messy when brands stretch the truth about metals, stones, and performance.
You do not need to memorise every standard, but you do deserve clear, honest information:
- Named base metals and hallmarks
- Transparent explanations of plating and finishes
- Straightforward language about stones and treatments
- Sensible, evidence-backed promises about durability and care
When you see those things, you are looking at a brand that respects both the craft and you as the wearer. When you do not, walk away. There are plenty of jewellers like Bowerbird building collections on integrity, not illusions.
If you would like to dive deeper into materials themselves, have a look at our main guide, What Is Demi-Fine Jewellery?, and How to Care for Demi-Fine Jewellery for keeping your favourite pieces looking lovely for years. I also warmly invite you to explore our demi-fine jewellery collection.
FAQs
How can I tell if “18K gold” jewellery is solid or plated?
Look for both a fineness stamp (375, 585, 750) and a clear statement of solid vs plated in the description. Solid pieces will say “9K/14K/18K gold” or similar, with no mention of base metal. Plated or vermeil pieces should name the base metal and specify that the gold is a surface layer.
Is gold vermeil better than plain gold-plated jewellery?
Vermeil is gold over sterling silver to a defined standard, whereas ordinary gold-plated jewellery can be gold over any base metal. Vermeil is usually more skin-friendly and more valuable because the underlying metal is precious and refinable. Still, the gold layer is a coating, so it needs sensible care.
Are “waterproof” jewellery claims ever real?
Even solid precious metals benefit from a break from chlorine, spa water, and ocean water. The strong chemicals in the first two can destroy some lower-carat gold alloys and turn sterling silver black. For plated and coated pieces, strong “waterproof forever” claims are unrealistic. Coatings wear with friction and chemicals over time. Treat “waterproof” as shorthand for “reasonably water-resistant”, not a lifetime guarantee.
Is “nickel-free” enough if I have sensitive skin?
“Nickel-free” is helpful, but not complete. It does not tell you the actual metal composition, and trace amounts can remain in some alloys. If you react easily, look for sterling silver, solid gold of a karat you tolerate, or medical-grade metals. Use “nickel-free” as a prompt to ask follow-up questions.
What does 1/20 14K GF mean on a hallmark?
“1/20 14K GF” is a proper gold-filled mark. It means at least 1/20 of the total metal weight is 14K gold mechanically bonded to a base metal. This is not plating but rather a thick cladding. It still has limits, but it is more robust than standard electroplated gold in everyday wear.
Can a brand call cubic zirconia a “diamond”?
No, if a stone is not a mined or lab grown diamond, it should be clearly described as “imitation”, “simulated”, or “laboratory-created”. If a listing simply says “diamond” for CZ, that is poor disclosure and may mislead.
The price seems too low for the metal. Should I trust the hallmark?
Price and hallmark must support each other. If something stamped “18K” is priced closer to a fashion piece, approach cautiously. Check for clear metal descriptions, brand reputation, and reviews. If you cannot reconcile the price with the claimed metal, assume the listing is optimistic until proven otherwise.
What should I check before buying demi-fine jewellery online?
Screenshot:
- The full product page, including all thumbnails
- The section with metal and stone details
- Bold claims like “solid gold”, “waterproof”, “nickel-free”, and so on
- The returns and warranty information
If the listing changes later, you still have a record of what you were sold on.
From the blog
View all
