Instigating a counterfeit crackdown, the Assay Assured Trustmark scheme will relaunch today with the support of all four UK Assay Offices for the first time.

A brand-new Trustmark has been designed for the relaunch, featuring a crown in place of a castle, which allows for a unique certification number for each jeweller and will incorporate new options for multi-channel retailers.

First launched in 2012 by the Edinburgh Assay Office, the Trustmark was the world’s first consumer online assurance scheme for the jewellery industry.

Businesses that sign up to the scheme can display Assay Office credentials to shoppers browsing on their website.

Details of the business’s registration is also visible to shoppers – giving them the assurance that the business is adhering to the hallmarking law.

This provides an additional layer of reassurance if the hallmark cannot be seen on the product itself in images on the website.

In a recent survey conducted by band protection group WRi, on behalf of the British Hallmarking Council, a third of ‘gold’ jewellery being sold online is suspected not to be hallmarked – and therefore may be fake.

This raises serious concerns that UK consumers are being duped by internet traders.

The relaunch of the Trustmark scheme seeks to directly tackle this issue within the jewellery industry.

The UK hallmark is the original trustmark and one of the oldest forms of consumer protection.

Providing assurance of security, privacy, authenticity, and reputation, the UK hallmark establishes trust and confidence between business and customers.