<h1>Jewellery retailer's 'old gold rates' promo and HUID claims risk misleading advertising, consumer protection and pricing enforcement</h1> A jewellery retailer issued a promotional press release offering new items priced at 'old gold rates,' making charges based on old rates, and valuing customers' old gold at current rates, while asserting HUID certification and 'no conditions.' The release is distributed under an arrangement with a news agency that disclaims editorial responsibility. Legally, these claims implicate consumer protection and advertising law (truth-in-advertising, disclosure of terms), contract and pricing obligations, and compliance with hallmarking/weight certification rules. Regulators could scrutinize advertised guarantees, unstated qualifications or exclusions, and the accuracy of certification and pricing representations.