Misinformation poses growing challenges for the jewellery industry, from misleading marketing claims to confusion around sourcing, sustainability, and product authenticity. This coverage examines how jewellers, brands, and trade bodies are tackling false or exaggerated information through transparency, certification, and consumer education. Jewellery Focus reports on regulatory updates, ethical communication practices, and initiatives to build trust across the supply chain, offering guidance for professionals committed to integrity in the UK jewellery trade.