The Federal Trade Commission’s (FTC’s) Jewelry Guides describe how to accurately mark and advertise the 

platinum content of the jewelry you market or sell. Platinum jewelry can be alloyed with other metals: either 

precious platinum group metals (PGMs) — iridium, palladium, ruthenium, rhodium, and osmium — or 

non-precious base metals like copper and cobalt. In recent years, manufacturers have alloyed some platinum 

jewelry with a larger percentage of base metals. Recent revisions to the FTC’s Jewelry Guides address the 

marking of jewelry made of platinum and non-precious metal alloys and when disclosures are appropriate.

When Disclosures Should Be Made

Product descriptions should not be misleading, and they should disclose material information to jewelry 

buyers. If the platinum/base metal-alloyed item you are selling does not have the properties of products that 

are almost pure platinum or have a very high percentage of platinum, you should disclose that to prospective 

buyers. They may want to know about the value of the product as well as its durability, luster, density, 

scratch resistance, tarnish resistance, its ability to be resized or repaired, how well it retains precious metal 

over time, and whether it’s hypoallergenic. You may claim your product has these properties only if you 

have competent and reliable scientific evidence that your product — that has been alloyed with 15 to 50 

percent non-precious or base metals — doesn’t differ in a material way from a product that is 85 percent or 

more pure platinum. 

FTC FACTS for Business

ftc.gov

Advertising Platinum

Jewelry
Terms Used in Advertising

• Any item that is less than 500 parts per 

thousand pure platinum should not be marked 

or described as platinum even if you modify the 

term by adding the piece’s platinum content in 

percentages or parts per thousand. 

• In recent years, some jewelry with platinum 

has been alloyed with higher percentages of 

non-precious or base metals — from 15 to 

50 percent. These platinum/base metal alloys 

contain from 500 to 850 parts per thousand pure 

platinum, but the total of pure platinum and 

other PGMs is less than 950 parts per thousand

— or less than 95 percent of the item. Use of the 

term “platinum” in advertising for these pieces 

is permitted, but the amounts of pure platinum 

and other metals in the piece should be stated 

using the full name of each metal and the 

percentage of each metal in the piece. Do not 

use abbreviations or “parts per thousand” in 

advertising for platinum/base metal alloys. For 

example:

• An item that is 75 percent pure platinum 

and 25 percent copper should be labeled 

75% Platinum 25% Copper.

• An item that is 60 percent pure platinum, 

35 percent cobalt and 5 percent rhodium 

should be labeled 60% Platinum, 

35% Cobalt, 5% Rhodium.

• For items containing between 500 and 850 

parts per thousand pure platinum combined 

with PGMs, marketers should state the amount 

of pure platinum and the amount of other 

PGMs. For example: 

• An item that is 80 percent pure platinum 

and 20 percent palladium should be 

labeled 800 Pt. 200 Pd.

• An item that is 75 percent pure platinum 

and 25 percent rhodium should be labeled 

750 Pt. 250 Rh.

• An item that is 60 percent pure platinum 

and 35 percent iridium should be labeled 

600 Pt. 350 Ir.

• Jewelry that has 850 parts per thousand pure 

platinum — meaning that it is 85 percent pure 

platinum and 15 percent other metals — may be 

referred to as “traditional platinum.” The other 

metals can include either PGMs or non-precious 

base metals. These items may be labeled with 

the amount of pure platinum and the word 

“platinum” or an abbreviation of the word.

For instance:

• An item that is 85 percent pure platinum 

should be labeled 850Plat. or 850Pt. 

• An item that is 90 percent pure platinum 

should be labeled 900Plat. or 900Pt. 

• If an item is marked or described as platinum

without any other qualification, it should have 

at least 950 parts per thousand pure platinum. 

It is not necessary to disclose the percentage or 

parts per thousand. Platinum means an item is 

at least 95 percent pure platinum. 

Opportunity to Comment

The National Small Business Ombudsman and 10 

Regional Fairness Boards collect comments from 

small businesses about federal compliance and 

enforcement activities. Each year, the Ombudsman 

evaluates the conduct of these activities and rates 

each agency’s responsiveness to small businesses. 

Small businesses can comment to the Ombudsman 

without fear of reprisal. To comment, call toll-free 

1-888-REGFAIR (1-888-734-3247) or go to 

www.sba.gov/ombudsman.

Facts for Business
About the FTC

The FTC works to prevent fraudulent, deceptive and unfair business practices in the marketplace and 

to provide information to help consumers spot, stop and avoid them. To file a complaint or get free 

information on consumer issues, visit ftc.gov or call toll-free, 1-877-FTC-HELP (1-877-382-4357); TTY: 

1-866-653-4261. Watch a new video, How to File a Complaint, at ftc.gov/video to learn more. The FTC 

enters consumer complaints into the Consumer Sentinel Network, a secure online database and investigative 

tool used by hundreds of civil and criminal law enforcement agencies in the U.S. and abroad.

Examples

If You Label the Product It Should Contain

Platinum At least 95% pure platinum

850Plat. 85% pure platinum 

and 15% platinum group or base metals

800 Pt. 200 Pd. 80% pure platinum and 20% palladium;

the product contains 100% platinum group 

metals

75% Platinum 25% Copper 75% pure platinum and 25% copper;

the total of pure platinum and other platinum 

group metals is less than 95%

No platinum label Less than 50% pure platinum

Federal Trade Commission ftc.gov

600 Pennsylvania Avenue, NW Washington, DC 20580

1-877-FTC-HELP (1-877-382-4357) 

December 2010