Stainless Steel Jewellery

The Competition Bureau received a complaint in March 2004, regarding misleading representations made in a jewellery store's brochure, alleging that stainless steel jewellery with 18 karat gold accents contained more gold than stainless steel, when in fact, it contained more stainless steel than gold.

A Bureau examination conducted under the marking provisions of the Precious Metals Marking Act and the misleading representations provisions of the Competition Act confirmed that the representations being made for the jewellery could lead consumers into believing that the gold content of the articles was greater than it actually was.

The Bureau contacted the company officials to inform them of their concerns. As a result, the company agreed to:

1. Recall all remaining brochures; and
   
2. Print new brochures, accurately defining the gold content of the jewellery.

The issue was resolved in April 2004.

(3084873)