To address counterfeiting and other irregularities in traditional crafts markets – including, inter alia, jewelry, precious metals, and rosewood products, and issues such as fake certificates, institutions, products, and websites – market regulatory authorities have, since the beginning of 2026, carried out a special campaign entitled “Counterfeiting Elimination and Market Purification” (打假清源). The SAMR has published a batch of typical cases in this regard, among which cases No. 4 and No. 5, being of particular interest, are described below.
Case involving a jewelry store in Zhenping County, Henan Province, engaging in confusing conduct during product sales
Acting on relevant leads, the Market Supervision Administration of Zhenping County conducted an on-site inspection of a jewelry store located in Zhenping County, Henan Province. The inspection found that the party concerned had displayed, on the background wall of its business premises, a sign bearing the words: “GIA CMA Zhongyu Jewelry and Gemstone Appraisal Center Certified Cooperative Unit, Integrated Quality Inspection and Shipping Center” (GIA CMA中玉珠宝玉石鉴定中心认证合作单位、质检发货一体中心).
Without any cooperation agreement with or authorization from the relevant testing institutions, the party privately produced the display board and exhibited it during livestream sales of its products, thereby causing confusion among consumers and leading consumers to mistakenly believe that the products sold by the store had been tested by “GIA,” “CMA,” and the “Zhongyu Jewelry and Gemstone Appraisal Center.”
In addition, the party purchased online and produced conformity certificate labels bearing the name “National Jewelry and Jade Quality Supervision and Inspection Center” (国家珠宝玉石质量监督检验中心), and attached them to a total of 181 bracelets offered for sale through a consignment sales model.
The party’s conduct violated Article 7 of the Anti-Unfair Competition Law of the PRC. In February 2026, pursuant to Article 23 of the Anti-Unfair Competition Law, the Market Supervision Administration of Zhenping County imposed an administrative penalty on the party for engaging in misleading conduct during product sales that caused consumers to mistakenly believe that a specific relationship existed between the party and other entities. The authority ordered the party to cease the illegal conduct and imposed a fine of RMB 50,000 in accordance with the law.
Case regarding the unauthorized use of inspection and testing institution marks by a jewelry testing company in Shenzhen, Guangdong Province
Acting on relevant leads, the Market Supervision Administration of Luohu District, Shenzhen City conducted an on-site inspection of a testing institution located in Shenzhen, Guangdong Province. The inspection found 407 certificates issued under the name of the testing institution on the premises, but no corresponding samples were found. The address stated on the certificates did not match the inspection location, and neither the appraiser nor the reviewer named on the certificates was present on site.
The party’s conduct violated Article 20 of the Measures for the Administration of Qualification Accreditation of Inspection and Testing Institutions. In February 2026, pursuant to Article 37 of the Measures for the Administration of Qualification Accreditation of Inspection and Testing Institutions and Article 5, Paragraph 2 of the Administrative Penalty Law of the PRC, the Market Supervision Administration of Luohu District, Shenzhen City imposed an administrative penalty on the company for improper act of using the qualification accreditation mark and the special inspection and testing seal of another institution. The authority ordered the company to rectify the improper conduct and imposed a fine of RMB 30,000 in accordance with the law.
Source:
https://www.samr.gov.cn/xw/zj/art/2026/art_1529399cfe874b8780c4496eb0158020.html (Chinese)
