New YouGov survey finds consumers place a high value on hallmarking once they understand its purpose
Test strike of a 2024 London Assay Office combination hallmarking punch for silver into an aluminium block.
An independently conducted YouGov survey has found that while many consumers have only a limited understanding of hallmarking before it is explained, they place overwhelming value on the independent protection it provides once they understand its purpose.
Commissioned by the UK Assay Offices as part of a wider programme examining the future of hallmarking legislation, the nationally representative survey of more than 2,000 adults explored consumer awareness, confidence and purchasing behaviour in relation to precious metal jewellery.
The findings reveal a significant awareness gap, particularly among younger consumers, with only around half (52%) of respondents saying they were confident they understood what a hallmark was and what it meant (vs 24% of 18–24-year-olds).
However, once respondents were told that a hallmark provides an independent guarantee that jewellery described as gold, silver, platinum or palladium has been tested and verified by an Assay Office, support for hallmarking increased markedly.
The survey found that:
· 92 percent of consumers considered hallmarking important when buying precious metal, once its purpose had been explained.
· After reading the information about hallmarks, 87 percent said they would be likely to check for a hallmark or ask about it before purchasing precious metal jewellery.
· 86 percent said it was important that verification is carried out by an independent organisation rather than by the retailer or manufacturer.
· 89 percent believed it was important that retailers explain what a hallmark means.
· 85 percent said clear hallmarking information at the point of sale would increase their trust in a retailer.
The findings are particularly relevant to the provision of hallmarking information at the point of sale. The Hallmarking Act 1973 already requires retailers to display information explaining hallmarking to consumers. However, many online sellers and marketplaces do not prominently display the mandatory hallmarking information required under Section 11 of the Act. The survey demonstrates that consumers value this information and are more likely to trust retailers and make informed purchasing decisions when it is clearly presented.
Scott Walter, Assay Master and Chief Executive of the Edinburgh Assay Office speaking on behalf of the British Hallmarking Council Technical Committee, said:
"For many years we have assumed that consumers value hallmarking, but we have had relatively little independent evidence to demonstrate it. This survey provides exactly that. It shows that awareness and understanding are not the same thing. Many consumers may not initially recognise the purpose of a hallmark, but once it is explained they place considerable value on the independent protection it provides.
Perhaps the most significant finding is the importance consumers place on receiving clear information before they buy. The Hallmarking Act already requires retailers to provide information explaining hallmarking, yet that information is often difficult to find, particularly in online retail environments. This research demonstrates that consumers value that information and want it to be available at the point of sale, enabling them to make informed purchasing decisions and strengthening confidence in the jewellery they buy."
The findings will contribute to the evidence base supporting ongoing discussions about the future of the Hallmarking Act 1973. They demonstrate that improving compliance with, and the effectiveness of, the existing point of sale information requirements under Section 11 has the potential to deliver significant consumer benefit, particularly as jewellery purchasing continues to move online.
The UK Assay Offices intend to continue working with the British Hallmarking Council, retailers, trade associations and government to ensure that hallmarking remains a trusted and effective system of consumer protection for future generations.