KEY POINTS
- The World Gold Council has launched the Gold Dealer Assurance Standard to improve trust, transparency and consumer protection in the retail gold market.
- BSI will begin independent assessments of gold dealers under the new assurance programme in the fourth quarter of 2026.
- The voluntary standard covers areas including regulatory compliance, responsible sourcing, fairness and customer protection, with successful dealers eligible for a trust mark
The World Gold Council, WGC, has introduced a new global framework aimed at improving transparency, accountability and consumer confidence in the retail gold market.
The Gold Dealer Assurance Standard (GDAS), launched in London on August 19, 2026, establishes a set of internationally recognised best practices for gold dealers and wholesalers selling physical gold to retail investors.
The new framework is designed to address concerns about trust and transparency among consumers buying physical gold.
According to the WGC, retail investors purchase about 1,200 tonnes of gold bars and coins every year, accounting for roughly 25% of global gold demand. Demand for bars and coins reached a 12-year high in 2025, highlighting the continued strength of physical gold investment despite elevated gold prices.
However, the organisation said its research shows that concerns over trust remain one of the major obstacles for investors considering gold.
The GDAS is therefore intended to provide investors with a consistent benchmark for identifying dealers that demonstrate strong governance, customer protection and responsible business practices.
Independent audits to begin later this year
The WGC developed the standard in consultation with industry participants and with support from the British Standards Institution (BSI).
BSI is expected to launch the Gold Dealer Assurance Programme (GDAP) in the fourth quarter of 2026. The programme will allow eligible gold dealers and wholesalers to voluntarily undergo independent assessments against the new standard.
Accredited auditors will evaluate participating businesses across eight core areas, including fairness and integrity, regulatory compliance and responsible sourcing.
Dealers that successfully pass the assessment will receive the GDAP trust mark, providing customers with an independent indication that the business meets the required standards.
The framework applies to businesses selling retail gold bullion products, including gold bars, coins and rounds. It also covers eligible graded coins, as well as vaulted gold products and services.
Participation in the programme will be voluntary, and dealers will only receive assurance after successfully completing an independent assessment.
The WGC said the standard was developed through an extensive global consultation involving more than 60 participants from 16 countries. More than 120 responses were received from stakeholders across the gold industry.
The organisation also noted that the standard is expected to evolve as industry practices, technology and regulatory requirements change.
WGC Chief Executive Officer David Tait said improving trust was essential to sustaining demand for gold across the retail and wider market.
He said the new standard would provide the retail gold sector with a globally recognised benchmark for responsible business practices while helping reputable dealers demonstrate their commitment to operational excellence.
BSI Chief Executive Susan Taylor Martin also said the assurance programme would give investors greater confidence in the businesses from which they purchase gold.
BSI will operate the assurance programme independently, including conducting audits, making assurance decisions and awarding the trust mark to businesses that meet the requirements.
The introduction of the GDAS comes as physical gold investment remains an important component of global demand.
By creating a common framework for dealer practices, the WGC hopes to reduce uncertainty for consumers and establish clearer expectations for businesses operating in the retail gold market.
The initiative could also encourage greater competition based on transparency, responsible sourcing, customer protection and compliance rather than price alone.
For investors, the assurance mark could eventually become an important factor when choosing where to buy physical gold, particularly in markets where consumers face difficulties assessing the credibility of dealers.
