At that time, I heard the salesperson say that it was less than 28 grams, but later it was only 26.5 grams, and calculated that the price of gold per gram actually reached 742 yuan. Recently, a consumer reported that the "Buy It Now" gold jewelry purchased at a certain store did not indicate the weight of the gold gram, and the salesperson only reported a large approximate weight after weighing it. Consumers only realize after purchasing that the weight does not match. The actual weight of gold jewelry that appears to be purchased at a discount is much higher than the price of gold on that day (according to the surging news on April 20th). Nowadays, such complaints are common. Several media outlets such as CCTV have reported on the "one price" gold formula, and cases of consumer rights protection have emerged one after another. Merchants fold product labels, conceal the weight of accessories, and use misleading sales tactics... These fancy tricks make consumers "unable to defend themselves". Of course, selling gold through explicit pricing is not illegal in itself. In the market, gold jewelry is generally divided into "priced by gram" and "priced by piece" - "priced by gram" refers to charging according to the gold price listed on the day, but processing fees will be charged; Pricing by piece "is the so-called" one price "gold, which is not sold at the unit price of gram weight, but directly priced and sold by the gold store. Compared to gold jewelry sold per gram, "Buy It Now" gold jewelry places more emphasis on style design in craftsmanship, with profit points including brand overflow, design and processing, and other added value beyond the value of gold itself. While the design is novel and visible, the weight should not be hidden. Gold jewelry has a certain degree of specificity, whether sold by piece or by gram, the weight of gold is an important reference factor for consumers in the purchasing process. According to the Consumer Rights Protection Law, consumers have the right to know the true situation of the goods they purchase or use or the services they receive, as well as the right to obtain fair trading conditions such as quality assurance, reasonable prices, and accurate measurements when purchasing goods or receiving services. The Price Law also clearly stipulates that operators shall not use false or misleading pricing methods to deceive consumers or other operators into conducting transactions with them. According to the above regulations, the relevant information about "Buy It Now" products should have been introduced by merchants to consumers, but some merchants are vague in their words in order to "facilitate" transactions. At this point, the "Buy It Now" gold jewelry appears to be "clearly priced", but in reality, it damages consumers' right to know and fair trade, surpassing the legal "red line". Even if consumers are willing to pay for beautifully designed "one price" gold jewelry, merchants should actively fulfill the obligation to inform the weight of the product, which is also the proper meaning of clearly marking the price. Meanwhile, as an important source for consumers to obtain product information, product labels can easily lead to consumer disputes if folded or not clearly labeled. In addition, the frequent occurrence of "Buy It Now" gold complaints has also exposed the lack of transparent and standardized management of "Buy It Now" commodities by relevant regulatory authorities. The market supervision department should regularly carry out special activities, carefully mediate consumer complaints and disputes, strictly punish illegal activities such as product quality defects and price fraud by merchants in accordance with the law, and standardize the order of the gold sales market. Relevant industry associations should also introduce relevant self-discipline regulations to prohibit businesses from using information gaps to induce consumers to shop and promote their behavior