Jewellery Quarter Bullion Ltd, Trading as BullionByPost has long claimed that it is the UK’s number 1 Bullion Dealer on it’s corporate website, Twitter and also Facebook.

Bullion By Post Complaint

Competitor Baird & Co submitted a complaint to the Advertising Standards Authority (ASA), challenging whether the claim made by Bullion By Post that it is the UK’s number 1 bullion dealer was misleading or could be substantiated because Bullion By Post did not have a market leading turnover.

Bullion By Post Response

The response by Bullion by post was that the award was given to them by Experian Hitwise and that this was based on analysis of over 60 bullion websites including that of Baird and Co. The award was provided in relation to the number of visitors BullionByPost received to it’s website.

Bullion By Post accepted that Baird and Co was a larger business based on turnover only, but the award was based on online activities.

ASA Assessment

The Advertising Standards Authority established that Jewellery Quarter Bullion Ltd t/a Bullion By Post’s claims were misleading. The claims “The UK’s No.1 Online Bullion Dealer” and “UK’s No.1 Bullion dealer” imply that BullionByPost had bought and sold more gold than any other online bullion dealers. Because this market share (by sales) could not be substantiated, then any advertising by BullionByPost would need to reflect the fact that the number 1 claim was in relation to the number of visitors to it’s website.

For the full ASA Adjudication, please visit ASA Adjudication on BullionByPost.