Some merchants use the excuse of "fixed price" sales to weaken or even deliberately conceal key information such as product weight and pricing methods; Some online merchants sell gold jewelry with issues such as inconsistent materials and counterfeit purity; Some operators falsely or vaguely label the weight of gold jewelry during the sales process... In recent days of interviews, reporters have found that as gold jewelry consumption continues to rise, related consumer disputes have significantly increased. Consumers need to be alert to the hidden agenda behind the "gold buying frenzy". Recently, Ms. Li, a consumer, filed a complaint against a certain online company in Zhejiang through the Consumer Association 315 platform, claiming that on December 12, 2025, she spent 1122 yuan to purchase a gold ring from a store on the company's e-commerce platform. After the goods arrive, the accompanying certificate indicates that the material is "Full Gold 999", and the ring is also engraved with the steel seal of "Full Gold 999". Ms. Li, without discovering any abnormalities, sent the ring along with her own pure gold ring weighing about 4 grams to the gold shop for melting and exchange. However, during the melting process, the ring quickly melted and produced obvious impurities, which wrapped and contaminated the consumer's original pure gold ring, resulting in the overall gold purity not meeting the recycling standard and unable to be replaced normally, directly causing Ms. Li to lose about 4000 yuan. Ms. Li subsequently reported the relevant situation to the platform customer service, but the customer service's handling method was limited to refunding the payment and did not address the consumer's losses. it happens that there is a similar case. Ms. Meng, a consumer, recently filed a complaint against a gold jewelry store in Tumote Left Banner, Hohhot, stating that she purchased one full gold bracelet and one full gold pendant from the store on December 19, 2025, and paid 5786 yuan and 4666 yuan respectively, totaling 10452 yuan. During the purchase process, the consumer explicitly inquired about the weight of the product, but the salesperson did not inform them on the grounds that "the 'fixed price' product is not priced by weight, and the salesperson is not clear about the specific weight". Afterwards, Ms. Meng found that the weight of the purchased gold bracelet and gold pendant was only 3.99 grams and 3.06 grams respectively, with a converted price of about 1450 yuan~1510 yuan/gram, which was significantly higher than the gold price of 1068 yuan/gram listed for the brand on the same day. The report "Analysis of Complaints Received by National Consumers' Associations in 2025" recently released by the China Consumers' Association shows that the "gold buying frenzy" has led to market chaos, with "fixed price" gold and purity fraud becoming the focus of complaints. In response, the relevant person in charge of the China Consumers Association told reporters that gold jewelry operators should strictly implement the clear pricing system, truthfully indicate key information such as product weight, material, purity, etc. in prominent positions, and not weaken or conceal core pricing elements under the pretext of "fixed price". It is suggested that e-commerce platforms strengthen the qualification review of registered merchants, control the quality of goods, and improve the supervision mechanism. Chen Yinjiang, Deputy Secretary General of the Consumer Rights Protection Law Research Association of the China Law Society, stated that regulatory authorities should severely crack down on illegal and irregular behaviors such as using unqualified measuring instruments or damaging the accuracy of measuring instruments to ensure accurate and unbiased measurement. In addition, it is necessary to focus on investigating whether there are behaviors such as mixing "fixed price" gold and "gram based" gold jewelry, unclear labeling, etc., to fully protect consumers' right to know. (New Society)