Consumer support for hallmarking rises with greater awareness, YouGov finds

Consumer support for hallmarking increases significantly once people understand its purpose, according to new research from YouGov commissioned by the UK Assay Offices.

The nationally representative survey of more than 2,000 UK adults found that while many consumers have only a limited understanding of hallmarking, they place a high value on the independent assurance it provides once its role is explained.

Respondents were told that a hallmark is an independent guarantee that jewellery described as gold, silver, platinum or palladium has been tested and verified by an Assay Office. Following this explanation, 92% said hallmarking was important when buying precious metal jewellery, while 87% said they would be likely to check for a hallmark or ask about one before making a purchase.

The survey also found that 86% believed verification should be carried out by an independent organisation rather than a retailer or manufacturer, while 89% said it was important for retailers to explain what a hallmark means. A further 85% said clear hallmarking information at the point of sale would increase their trust in a retailer.

Despite this support, the research identified an awareness gap. Just over half (52%) of respondents said they were confident they understood what a hallmark was and what it meant, falling to 24% among 18–24-year-olds.

The findings also highlight the importance of providing hallmarking information at the point of sale. While the Hallmarking Act 1973 requires retailers to display information explaining hallmarking, the UK Assay Offices said this information is often less visible in online retail environments.

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 1973 already requires retailers to provide information explaining hallmarking, yet that information is often difficult to find. 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.”