Jewelry Claim Checker: Gold, Silver & Lab Diamonds

Check jewelry listings for wording the FTC Jewelry Guides (16 CFR Part 23) warn about. The Jewelry Claim Checker reads titles, descriptions and material fields and flags 'gold' without a karat, plated or gold-tone items described as gold, vermeil on a non-sterling base, 'sterling' on plated items, lab-grown or simulated stones called 'diamond' without a qualifier, 'cultured diamond', 'faux' stones, pearls without 'cultured' and 'flawless' claims. Works on Etsy, Amazon, eBay and Shopify scraper output. Click Start with the prefilled example to see it work.

This is an automated screen of listing text, not a legal determination. It can't test metal content, read stamps or photos, or grade stones, and the FTC Guides are guidance on what the FTC may treat as deceptive. A clean result doesn't mean a listing is accurate. Not legal advice; every row carries this disclaimer and a timestamp.

What does the Jewelry Claim Checker do?

• ✅ Gold: 'gold' with no karat before it, karat gold wording next to plated, filled, vermeil or gold-tone wording, 'gold plated/filled' without a karat, impossible karats (over 24K), and 'solid' gold that's hollow.
• ✅ Vermeil and silver: vermeil on brass or other non-sterling bases, 'sterling' on plated items or below 925, coin silver below 900, and 'silver' with no fineness or plated/tone qualifier.
• ✅ Diamonds and gemstones: stone names without 'lab-grown' or 'simulated' when the listing says the stones are lab-made, cubic zirconia, moissanite or crystal; 'cultured diamond' without a lab disclosure; 'real/genuine/natural' on lab or simulated stones; 'faux diamond'.
• ✅ Pearls: freshwater, akoya or Tahitian pearls without 'cultured', and 'faux' or 'fashion' pearls without 'imitation' or 'simulated'.
• ✅ Other: 'flawless' or 'perfect' stones with no grade, and absolute 'rust proof' claims.
• ✅ Skips common false friends: diamond-cut chains, diamond painting kits, gold-tone, golden retriever charms, mother of pearl, key rings and 'perfect gift'.
• ✅ Output per row: metalClaims, stoneClaims, riskLevel, issueCount, issues (ruleId, severity, message, quote, sourceUrl, fixHint), checkedAt and a disclaimer.

Who is it for?

• Etsy, Amazon and eBay jewelry sellers checking listings before they go live.
• Marketplaces and brands screening catalogs and supplier feeds in bulk.
• Agencies and compliance teams auditing jewelry copy for clients.
• Researchers and consumer groups measuring how often listings misdescribe metals and stones.

How to check jewelry listings for FTC Jewelry Guides issues

1. Click Start with the prefilled example (plated hoops called gold, a lab-grown diamond ring, cubic zirconia studs called diamond and a clean 14K chain).
2. Replace the input with your own: title, description and optional material and stone.
3. Or enter a Dataset ID from an Etsy, Amazon, eBay, Walmart or Shopify scraper. Common fields are detected automatically; use Field map for nested ones.
4. Turn on Only save rows with findings to skip clean rows; you only pay for saved rows.
5. Export results as CSV, Excel or JSON, or fetch them through the API.

Input example

This is the prefilled input:

{
  "products": [
    {
      "id": "EXAMPLE-HOOPS",
      "title": "Example gold hoop earrings",
      "description": "18K gold plated brass, nickel free."
    },
    {
      "id": "EXAMPLE-RING",
      "title": "Example 2 ct diamond engagement ring, 14K white gold",
      "description": "Lab-grown diamond, IGI certified."
    },
    {
      "id": "EXAMPLE-STUDS",
      "title": "Example diamond stud earrings, 925 sterling silver",
      "description": "Brilliant cubic zirconia stones."
    },
    {
      "id": "EXAMPLE-CHAIN",
      "title": "Example 14K yellow gold Cuban link chain",
      "description": "14K gold, stamped 585."
    }
  ]
}

Dataset mode:

{"datasetId": "YOUR_DATASET_ID", "fieldMap": {"material": "materials"}, "onlyFlagged": true}

Output example

Real output from a run of the prefilled input on 2026-11-03 (long finding lists are shortened here; the run returns all of them):

[
  {
    "itemNo": 1,
    "productId": "EXAMPLE-HOOPS",
    "title": "Example gold hoop earrings",
    "metalClaims": [
      "gold (no karat)",
      "karat gold plated"
    ],
    "stoneClaims": [],
    "inScope": true,
    "riskLevel": "high",
    "issueCount": 1,
    "issues": [
      {
        "ruleId": "gold_unqualified_with_plating",
        "severity": "high",
        "message": "'Gold' is used without a karat or plating qualifier while the listing also says the item is plated, filled, vermeil or gold tone. A surface-plated item shouldn't be called 'gold' unless qualified as only a surface layer (16 CFR 23.3(b)(3)).",
        "quote": "Example gold hoop earrings 18K gold plated brass, ni... | ...e gold hoop earrings 18K gold plated brass, nickel free.",
        "sourceUrl": "https://www.ecfr.gov/current/title-16/section-23.3",
        "fixHint": "Use e.g. '18K gold plated brass' wherever 'gold' appears."
      }
    ],
    "url": null,
    "checkedAt": "2026-11-03T19:47:58+00:00",
    "disclaimer": "Automated screening of the listing text supplied against the FTC Guides for the Jewelry,..."
  },
  {
    "itemNo": 2,
    "productId": "EXAMPLE-RING",
    "title": "Example 2 ct diamond engagement ring, 14K white gold",
    "metalClaims": [
      "karat gold"
    ],
    "stoneClaims": [
      "diamond",
      "qualified diamond"
    ],
    "inScope": true,
    "riskLevel": "medium",
    "issueCount": 1,
    "issues": [
      {
        "ruleId": "lab_stone_not_qualified",
        "severity": "medium",
        "message": "'diamond' appears without 'lab-grown', 'laboratory-created' or similar immediately before it, while the listing elsewhere says the stones are lab-grown/created or synthetic. The qualifier should immediately precede the stone name with equal conspicuousness, including in titles (16 CFR 23.12, 23.25(b)).",
        "quote": "Example 2 ct diamond engagement ring, 14K white gold Lab-gro... | ...ing, 14K white gold Lab-grown diamond, IGI certif...",
        "sourceUrl": "https://www.ecfr.gov/current/title-16/section-23.25",
        "fixHint": "Write 'lab-grown diamond' (or the stone) everywhere it appears, including the title."
      }
    ],
    "url": null,
    "checkedAt": "2026-11-03T19:47:58+00:00",
    "disclaimer": "Automated screening of the listing text supplied against the FTC Guides for the Jewelry,..."
  },
  {
    "itemNo": 3,
    "productId": "EXAMPLE-STUDS",
    "title": "Example diamond stud earrings, 925 sterling silver",
    "metalClaims": [
      "silver (qualified)"
    ],
    "stoneClaims": [
      "diamond"
    ],
    "inScope": true,
    "riskLevel": "high",
    "issueCount": 1,
    "issues": [
      {
        "ruleId": "simulant_called_diamond",
        "severity": "high",
        "message": "'diamond' is used unqualified while the listing describes cubic zirconia, moissanite, crystal or simulated stones. 'Diamond' unqualified may only describe natural diamond (16 CFR 23.12(b)); imitation stones need 'imitation' or 'simulated' immediately before the name (16 CFR 23.25(b)).",
        "quote": "Example diamond stud earrings, 925 sterling silver Bril... | ...ng silver Brilliant cubic zirconia stones.",
        "sourceUrl": "https://www.ecfr.gov/current/title-16/section-23.12",
        "fixHint": "Remove 'diamond' or write 'simulated diamond' / the actual stone (e.g. 'moissanite')."
      }
    ],
    "url": null,
    "checkedAt": "2026-11-03T19:47:58+00:00",
    "disclaimer": "Automated screening of the listing text supplied against the FTC Guides for the Jewelry,..."
  },
  {
    "itemNo": 4,
    "productId": "EXAMPLE-CHAIN",
    "title": "Example 14K yellow gold Cuban link chain",
    "metalClaims": [
      "karat gold"
    ],
    "stoneClaims": [],
    "inScope": true,
    "riskLevel": "none found",
    "issueCount": 0,
    "issues": [],
    "url": null,
    "checkedAt": "2026-11-03T19:47:58+00:00",
    "disclaimer": "Automated screening of the listing text supplied against the FTC Guides for the Jewelry,..."
  }
]

How much does it cost to check jewelry listings?

This Actor uses pay-per-event pricing: $0.003 per product saved plus a $0.00005 start fee per run, plus small platform usage paid by you (a few hundredths of a cent for small runs). That's about $3.00 for 1,000 products and $30.00 for 10,000 plus usage. With Only save rows with findings on, rows without findings aren't saved or charged. You can set a maximum cost per run in the run options.

Use it through the API, integrations or AI agents

• Run it and get results in one call: https://api.apify.com/v2/acts/ultimatemc~jewelry-claim-checker/run-sync-get-dataset-items
• Use it from AI agents through the Apify MCP server: https://mcp.apify.com?tools=ultimatemc/jewelry-claim-checker
• Schedule it after a daily scraper run, send flagged rows to Slack or email with webhooks, or connect it to Make, Zapier, n8n or Google Sheets.
• Chain it after any marketplace scraper by passing the scraper's dataset ID.

How it works

Checks are deterministic text rules written from the FTC Guides for the Jewelry, Precious Metals, and Pewter Industries (16 CFR Part 23) as published on eCFR, checked on 2026-11-03. Each finding names the section and links it. No AI and no external calls.

Sources:

• eCFR: 16 CFR 23.3, gold content
• eCFR: 16 CFR 23.4, vermeil
• eCFR: 16 CFR 23.5, silver content
• eCFR: 16 CFR 23.12, diamond
• eCFR: 16 CFR 23.20, pearl
• eCFR: 16 CFR 23.25, gemstone names and lab-created stones
• eCFR: 16 CFR 23.27, 'real', 'genuine', 'natural'
• 15 U.S.C. 297, National Stamping Act ('sterling' on plated articles)

FAQ

Does unqualified 'gold' always need a karat?

Under 16 CFR 23.3, unqualified 'gold' means 24 karat. A gold alloy should be described with its karat immediately before 'gold' (e.g. '14K gold'), and plated items need a plating qualifier.

Can I call a lab-grown diamond a diamond?

Yes, if 'lab-grown', 'laboratory-created' or similar immediately precedes the word wherever it appears, with equal conspicuousness (16 CFR 23.12 and 23.25). The checker flags unqualified mentions when the listing says the stones are lab-made.

Is 'faux' enough for imitation stones?

No. The Guides say 'faux' isn't an adequate disclosure that a stone isn't mined; use 'imitation', 'simulated' or 'lab-created'.

Does it cover UK hallmarking or EU rules?

No. It checks US FTC Guides wording only.

Is it AI?

No. It's a fixed set of rules, so the same input always gives the same result.

Limitations

• Text and fields only; it can't test metal, read stamps or see photos.
• Rules work best on English listings.
• Gemstone treatment disclosures (16 CFR 23.24) aren't checked.

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Found a false positive? Open an issue on the Issues tab with the listing text and what you expected, and we'll review the rule.