We’ve heard from Watchdog viewers concerned about sterling silver jewellery sold on some of the UK’s biggest online marketplaces, questioning whether the items are genuinely silver, and whether they could pose a risk to a person’s health. Genuine sterling silver, often marked as ‘925 silver’, must contain 92.5% silver. But some items are being sold at prices that raise questions about their authenticity.
Jewellery consultant Jane raised a concern about sterling silver jewellery sold on Amazon, after experiencing a reaction to a product advertised as 95% sterling silver. Miranda from Watford bought two necklaces from Etsy, which she recalls being advertised as ‘handmade 925 sterling silver’. Miranda soon developed irritation on her neck after wearing them.
Jane and Miranda’s experiences prompted Watchdog to investigate 25 items advertised as ‘925 sterling silver’ on five major online marketplaces: Amazon, eBay, Temu, Etsy and OnBuy. Laboratory analysis found that 23 out of the 25 contained less than the 92.5% silver, the figure required to qualify as sterling silver. Eight also contained above the legal limit of cadmium: three items from Amazon and Temu, one from OnBuy, and one from Etsy.
We wrote to all five marketplaces with our findings. In response, OnBuy said that product safety and compliance are top priorities for the company. It said its seller terms prohibit misdescribed or non-compliant products, and it requires sellers to comply with applicable laws, ensure their products are safe, and make sure their listings are accurate, complete and not misleading. We were told the listings Watchdog identified did not meet those requirements and have been removed.
OnBuy said it has suspended the sellers involved while it completes its investigation, and the sellers will not be reinstated unless OnBuy is satisfied that their remaining listings are accurately described and compliant.
In relation to the product identified as presenting a safety risk, the marketplace told us it has initiated and is overseeing a recall to ensure affected customers are contacted and offered full refunds. We were told that customers who purchased the other products identified are also being contacted and offered full refunds, and that it is reviewing similar jewellery listings across its marketplace.
OnBuy concluded by saying it continues to strengthen its product safety and compliance controls, including testing new technology designed to identify and block potentially non-compliant products as listings are created.
eBay said that all identified listings have been removed, and it has contacted the sellers involved. We were told eBay strictly prohibits misleading listings and requires all items to be described accurately. It said that while it’s not possible to confirm the metal content of jewellery from a listing alone without physical testing, it takes action when concerns are brought to its attention.
eBay said that to ensure buyers can shop with confidence, anyone who receives an item that does not match its description may be covered by the eBay Money Back Guarantee, and it encourages them to get in touch with the company for support.
Temu told us that it requires sellers to comply with applicable product safety and compliance requirements as a condition of selling on its platform, including complying with restrictions on hazardous substances, accurately describing product materials and providing relevant test reports and compliance documentation.
It told us that all five products in question have been removed from sale, adding that its review confirmed that four had already been removed through its ongoing monitoring before Watchdog reported them. It said the remaining product has since been removed as a precaution, pending further review.
Temu also said that it has arranged additional testing by an independent laboratory and that it’s reviewing similar products to identify and address potential risks.
Finally, Temu said it enforces its requirements through a combination of seller checks, continuous listing monitoring, public feedback and proactive takedowns of non-compliant products, and that when violations are identified, it removes the products and takes appropriate action against sellers based on the seriousness of the breach.
As for Amazon, we were told it takes safety extremely seriously and immediately removed the products. It told us that all sellers on Amazon must comply with its policies and UK law and regulations, adding that it protects every purchase in its store with its A-to-z Guarantee so that customers can shop with confidence.
Amazon concluded by saying if customers have concerns about an item they’ve purchased, it encourages them to contact its Customer Service directly so it can investigate and help resolve their issue.
We wrote to Etsy multiple times but it didn’t respond to our allegations.
In response to our findings, a Government spokesperson said consumers should be able to trust that products advertised as silver are genuine, which is why strict hallmarking requirements are in place. It finished by saying it’s also proposing stronger responsibilities for online marketplaces, including a duty to identify, prevent and remove unsafe products.
You can watch the VT, here, for 28 days – https://www.bbc.co.uk/iplayer/episode/m00335t2/the-one-show-21102026
