The Better Business Bureau in British Columbia is advising consumers to do their homework before responding to internet sites or television ads offering to buy their surplus gold.

The Better Business Bureau is advising consumers to do some homework before selling their unwanted gold. (iStock)"Selling old or unwanted gold is a growing trend for consumers who are looking to cash in on high gold prices," said Lynda Pasacreta, president of the B.C. bureau.

"Whether you do it through a third party, over the internet, or through a local jeweller, consumers need to get informed before they sell their jewelry," she said.

The BBB warns that pieces stamped 14-karat aren't necessarily real gold.

The agency suggests getting two or three appraisals from a jeweller or jewelry store before deciding to sell.

Prices quoted for gold are based on pure gold, and genuine pieces listed at 14-karat are only 58.5 per cent pure gold.

To avoid theft, consumers should have diamonds removed from gold pieces that might be melted down, the bureau says.

When shipping gold, the bureau warns consumers to ensure the package is insured. Appraisals should also be done before the items are mailed, so if they're lost there's proof of the value.

Among the other BBB tips:

• Making a list of items included in a package and keeping a copy.
• Take a picture of the items being sent, including identifying marks.
• Check the company's policy on what they will reimburse if the product is lost.
• Ask about the company's return guarantee if the price offered is unacceptable.