What this notice covers
This notice applies to ads for physical gold and other physical precious metals as investments (including silver, platinum and palladium), targeted at UK consumers.
What advertisers need to do
Ads should include clear and prominent information and warnings covering the following:
- The sector is unregulated;
- The value of investments is variable and, unless guaranteed, could go down as well as up;
- Past performance is not necessarily a guide for the future.
We will begin actively monitoring from 26 November 2026, followed by targeted enforcement action where needed.