Gold Standards: Do Certification Schemes Deliver Transparency to Consumers?
Certification schemes for gold are designed to encourage responsible sourcing and increase transparency across the supply chain. But how effective are they in practice?
A recent study conducted by ETH NADEL examined 82 Swiss jewelry stores to evaluate how well these schemes inform consumers. While three-quarters of the stores claimed to sell ethical or sustainable gold, only 15% could identify the origin of their gold, excluding Fairtrade or Fairmined certified outlets, where transparency was significantly better.
The research also revealed that many jewelry store staff struggled to explain what responsible sourcing actually entails. Key concepts such as gold traceability, decent labor conditions, environmental protections, fair pricing, and the avoidance of child labor were often unfamiliar or poorly communicated.
These findings highlight a gap between ethical branding and actual transparency. Despite the prevalence of responsible sourcing claims, the lack of verifiable information limits consumers’ ability to make informed choices about the gold they purchase.
The study underscores the need for stronger implementation and communication of certification standards within the jewelry retail sector.