World Gold Council launches Gold Dealer Assurance Standard
The new framework aims to strengthen consumer confidence, promote responsible business practices and establish a global benchmark for reputable gold dealers
The World Gold Council launched the Gold Dealer Assurance Standard (GDAS)TM, a new global framework designed to strengthen trust and transparency in the retail gold market. Developed in consultation with industry and with support from the British Standards Institution (BSI), the Standard is a set of globally recognised best practices for gold dealers.
Later this year, BSI will launch the Gold Dealer Assurance Programme (GDAP) TM, giving gold dealers and wholesalers the opportunity to be assessed against the Standard. Once GDAP opens, independent accredited auditors will assess participating gold dealers across eight core areas, including fairness and integrity, regulatory compliance, and responsible sourcing. Dealers that successfully complete the voluntary assessment demonstrate their commitment to high standards of governance, customer protection and responsible business practices.
Retail investors purchase around 1,200 tonnes of gold bars and coins annually, representing approximately 25% of global gold demand. Bar and coin demand reached a 12-year high in 2025, demonstrating the resilience of physical gold investment even amid record gold prices. However, World Gold Council research indicates that trust is one of the biggest barriers for investors considering gold. If the industry adopts the new Standard and assurance framework, it will help address this trust gap by giving investors greater confidence when purchasing gold and establishing a consistent benchmark for reputable dealers worldwide.
David Tait, Chief Executive Officer, World Gold Council, said:
“Improving trust in gold is essential to maintaining strong demand across retail and all sectors of the market. The Gold Dealer Assurance Standard is our latest initiative to build greater trust in gold and, for the first time, establish a globally recognised benchmark for responsible business practices across the retail gold market. By providing independent assurance against consistent standards, we believe it will help strengthen consumer confidence, support reputable dealers and raise standards across the industry.”
“The World Gold Council expects the Gold Dealer Assurance Standard to become the reference point for investors seeking trusted providers of physical gold, while supporting dealers with an internationally recognised framework that demonstrates operational excellence and responsible business practices.”
Susan Taylor Martin, Chief Executive, BSI, said:
“It is fantastic to see the Gold Dealer Assurance Programcome to life, especially after so much input and collaboration with the industry along the way. This is a vital step towards giving investors greater confidence in the businesses they choose to buy from, boosting an important global market. Assurance to this scheme will show that gold dealers have demonstrated a clear commitment to doing business responsibly and putting customers first.”
BSI will independently operate GDAP. It will conduct audits, make assurance decisions, and award the GDAP trust mark to dealers that pass the audit. It will launch the audit programme in the fourth quarter.
