26.04.2026 15:11
The Istanbul Chamber of Jewelers warned against “half-price gold” advertisements on social media. IKO President Mustafa Atayık stated that such posts do not reflect reality and mislead consumers. It was noted that grammage, karat, and quality information are concealed in the products, and sales without certificates or invoices pose risks. Citizens were urged to be cautious of suspiciously cheap offers.
Mustafa Atayık, President of the Istanbul Jewelers Chamber (İKO), said regarding the "half-price gold from the store" advertisements on social media: "Posts that are inconsistent with reality, such as 24,000 lira in the store and 12,000 lira with us, and not based on any objective comparison, clearly mislead our consumers, damage the sense of trust in the sector, and violate professional ethical values."
WARNING ISSUED FOR SOCIAL MEDIA ADVERTISEMENTS
İKO has warned consumers about advertisements for "half-price from the store" gold and jewelry products encountered on social media platforms recently.
CRITICAL INFORMATION IS CONCEALED
Pointing out that in these products marketed to consumers as cheap, critical information such as the product's grammage, gold purity, craftsmanship quality, nature of the stones used, and carat value is missing, absent, or that there could be a serious value difference between two seemingly identical products, İKO highlighted the importance of certificates, warranties, and registration documents in genuine and valuable jewelry products.
“THESE POSTS ARE CLEARLY MISLEADING”
İKO President Mustafa Atayık stated to the AA reporter: "Posts that are inconsistent with reality, such as 24,000 lira in the store and 12,000 lira with us, and not based on any objective comparison, clearly mislead our consumers, damage the sense of trust in the sector, and violate professional ethical values."
DOES NOT ALIGN WITH MARKET REALITIES
Noting that the prices of gold and precious stones are formed within the framework of supply and demand balance in international markets and are tracked instantly and transparently by the entire sector, Atayık emphasized that, for this reason, applying exorbitant profit margins of 50% levels or making discounts of the same rate as claimed on social media does not align with market realities.
“THESE DISCOUNTS HAVE NO REAL CORRESPONDENCE”
Stating that pricing in the jewelry sector is shaped by the international market value of the metal, craftsmanship, design, and service quality, Atayık said: "Discounts that can be made within this scope are limited and at reasonable levels, and these advertisements have no correspondence in sectoral reality."
“NOT EVERY PRODUCT SHOWN AS THE SAME IS THE SAME”
İKO President Atayık stated that these posts on social media, which have no connection with reality, also cause great discomfort among jewelers, and warned that citizens should not be deceived by misleading gold and jewelry prices on social media and should even approach them with suspicion.
Emphasizing that buying gold and jewelry is not buying an ordinary product but a matter of trust, expertise, and responsibility, Atayık said: "Comparisons made solely based on price often contain incomplete and deliberately concealed information. It must not be forgotten that not every product shown as the same is the same."
THE 'BARGAIN' TRAP ON SOCIAL MEDIA
Stating that many things are concealed in posts presented as "cheap" on social media, Atayık noted the following: "Most critical information such as the product's grammage, gold purity (8K, 14K, 22K), craftsmanship quality, nature of the stones (natural/synthetic), and carat value is often not shared. On the other hand, if you pay attention, a high-quality and certified product is deliberately compared to a low-purity product with no stone value. This is a method aimed at deceiving the consumer. In many sales conducted via social media, no invoice is issued. In this case, you cannot seek your legal rights as a consumer. When you encounter a problem with the product, you may not find a business, an address, or a responsible person you can reach. Today's accounts may disappear tomorrow. Genuine and valuable jewelry products are presented with certificates, warranties, business cards, and registration. If these are absent, both the value and the assurance of the product are questionable. Recently, both our jewelry artisans and our citizens have been expressing their complaints and reactions on social media or by directly calling our Chamber."
“BEWARE OF SUSPICIOUSLY CHEAP OFFERS”
Reminding that the price of gold and jewelry is determined by grammage, purity, craftsmanship, stone quality, and brand assurance, Atayık pointed out that the thought of "I bought it cheap" could later turn into a great loss.
WARNINGS FOR SAFE SHOPPING
Emphasizing that for safe shopping, purchases should be made from previously known, recognized, registered jewelers and from internet stores that are both reliable and registered with İKO, Atayık said: "Ask about the product's gram, purity, and stone information, be cautious with uncertified products, and question suspiciously cheap offers."
LEGAL PROCESS TO BE INITIATED
Atayık stated that within this scope, they will file criminal complaints against individuals and entities that mislead consumers, create false price perceptions, and undermine trust in the sector, in accordance with relevant legislation, and they will meticulously follow processes for implementing the harshest sanctions before judicial authorities, including initiatives before competent authorities for administrative sanctions when necessary.
“DEFINITELY RESEARCH THE COMPANY REGISTRATION”
Warning citizens who want to buy jewelry products via social media to pay attention to these matters, Atayık stated: "If a purchase is to be made, the registration of the relevant company should be thoroughly researched. It should also be ensured that the company is registered with the tax system."