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Hallmarking Dealer's Notice goes digital alongside launch of new HALO Award

Published: 14th October 2021

Hallmarking Dealer's Notice goes digital alongside launch of new HALO Award

• New free digital Dealers Notice launched to support sale of items online
• Retailers now have a choice of how to display the Dealers Notice
• The online Dealers Notice will encourage engagement with customers, indicate responsible and lawful trading, and help explain the role and value of the Hallmark
• Hallmarking Awareness and Learning Online (HALO) award launched for businesses promoting hallmarking compliance to the benefit of consumer protection

The British Hallmarking Council (BHC) announces a new initiative to provide support for the U.K. jewellery industry and to protect U.K. consumers. This October sees the launch of a new format for the Dealers Notice, a new digital asset explaining the vital information contained in a hallmark and a new campaign encouraging jewellers to give high visibility to the importance of hallmarking online.

The U.K. jewellery industry has a long and distinguished history and contributes extensive employment opportunities and over £8 billion to the U.K. economy.

However, the world is changing and with it this ancient industry. The outlets for its products once firmly established in bricks and mortar in local high streets are fast moving online. Competitors now operate from around the world and don’t always trade fairly or comply with UK consumer protection law.

Recent internet surveys commissioned by the BHC have revealed widespread malpractice and misrepresentation leading to increasing detriment to those trading honestly, in compliance with the law, and also to consumers. A survey conducted over a 6 day period
earlier this year and focused on a limited section of the internet and social media revealed over 48,000 infringements of consumer protection law with a potential loss to the consumer and the U.K. industry of at least £1 million.

The primary protection for those selling precious metals and their customers is the Hallmarking Act 1973 which sets standards and marketing requirements for the sale of Gold, Silver, Platinum and Palladium jewellery and other articles. There are three main
areas with which jewellers need to comply when selling online:
1. Hallmarking compliance
2. Accurate product descriptions for consumers
3. Hallmarking information for consumers / Dealers Notice display.

The Dealers Notice provides consumer information to identify the integrity of product through the Hallmark. The format was initially designed for face to face transactions and the BHC has now redesigned it for internet use and has joined forces with the National
Association of Jewellers to promote it to the Industry for its own protection and that of its customers. The new format is an alternative for online sales platforms where a dedicated page on hallmarking is not possible. It is designed to be included as an individual product image, giving online retailers a choice of how to display hallmarking information.

The Hallmark is a consumer guarantee of product fineness and is a powerful marketing tool for UK businesses. The objective is to increase its visibility at the point of sale and to reinforce the understanding of its importance and the protection it provides to consumers.

A new Award, the HALO, Hallmarking Awareness and Learning Online, award has been established and was launched at the NAJ Summit on the 11/13th September. The award will be presented to the business that has produced the most effective online initiative
relating to the display of the new Dealers Notice and the education surrounding hallmarking in the UK. The closing date for applications for the award will be 1 August 2022.

The British Hallmarking Council supervises the hallmarking activities of the four assay offices in the UK to ensure there is adequate provision of hallmarking within the UK. It is an executive Non-Departmental Public Body established and governed by the Hallmarking Act 1973.

The National Association of Jewellers (NAJ) is the leading voice for the UK jewellery industry, comprising 2000 member companies. It was formed in 2015 through the unification of the British Jewellers’ Association (BJA) and National Association of Goldsmiths (NAG). The Institute of Registered Valuers is also part of the NAJ family, comprising around 100 professional valuers.

The HALO award recognises online retailers who have best promoted the importance and reassurance of the UK hallmark to potential customers and thereby used their compliance with hallmarking legislation to benefit their business.

The Sheffield Assay Office was established in 1773, under an Act of Parliament and today the company assays and hallmarks the precious metals - silver, gold, platinum and palladium. Sheffield Assay Office is one of only four UK assay offices who all work to uphold the Hallmarking Act of 1973 and continue to ensure consumer protection for customers purchasing precious metals.

To find out more about the whole range of services offered by Sheffield Assay Office, such as our hallmarking and analytical services, please email us at or complete the contact form on our website at,

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