[{"data":1,"prerenderedAt":612},["ShallowReactive",2],{"guide-jewellery-facebook-ads-malaysia":3},{"id":4,"title":5,"answer":6,"authorId":7,"body":8,"category":501,"ctaVariant":502,"dataset":501,"description":503,"examples":504,"extension":505,"faqs":506,"heroImage":531,"intro":532,"meta":533,"navigation":534,"path":535,"publishedAt":536,"seo":537,"sources":538,"stats":577,"stem":610,"updatedAt":536,"__hash__":611},"blog\u002Fblog\u002Fjewellery-facebook-ads-malaysia.md","Jewellery Facebook Ads in Malaysia","Jewellery is not a restricted advertising category on Facebook or Instagram: Meta's Restricted Goods and Services index, checked in July 2026, lists no heading for jewellery, watches, gold or precious metals. The binding constraints on a Malaysian jeweller are domestic instead. Every fineness, carat and weight claim on the creative is a statutory trade description under the Trade Descriptions Act 2011, a false or misleading statement in an advertisement exposes a company to a fine of up to RM500,000, and a discount sale running more than three days must be notified in writing to the Controller of Trade Descriptions before it begins. The line that carries the heaviest penalty is investment framing: an advertisement inviting the public to place money or gold on terms promising a return can be an advertisement for deposits under the Financial Services Act 2013, punishable by up to five years' imprisonment or RM10 million.","xanny-lee",{"type":9,"value":10,"toc":486},"minimark",[11,16,20,23,26,30,39,42,45,48,51,55,58,61,65,68,71,74,77,210,213,221,225,228,231,234,237,240,243,246,249,252,259,263,266,269,330,333,336,339,347,351,354,357,360,363,367,370,373,376,379,382,390,394,397,403,409,415,431,437,441,444,447,455,458,462,465,468,471,474,477,480,483],[12,13,15],"h2",{"id":14},"the-short-version","The short version",[17,18,19],"p",{},"Jewellery is one of the least restricted categories on Meta and one of the easiest to get wrong under Malaysian law. Meta's Restricted Goods and Services index, as checked in July 2026, carries no heading for jewellery, watches, gold or precious metals, so a showcase, an unboxing or a straightforward discount ad faces no category-level restriction on Facebook or Instagram. Nothing about your creative needs special permission.",[17,21,22],{},"The rules that bind you are Malaysian, and they attach to the numbers you print. Fineness is a statutory trade description under section 6(1)(f) of the Trade Descriptions Act 2011, so 916 and 18ct are regulated claims. A false or misleading statement in an advertisement is an offence under section 18(1), with the burden of proving the statement true resting on you, and a company faces up to RM500,000 under section 21. A discount running more than three days needs written notice to the Controller of Trade Descriptions before it begins. And the one line that carries a criminal penalty measured in years is the investment pitch: an advertisement inviting the public to hand over money or gold on terms that promise a return can be an advertisement for deposits under section 138 of the Financial Services Act 2013.",[17,24,25],{},"None of that stops you advertising. It changes which sentence you write, and it explains why the most interesting finding in the archive of Malaysian jewellery ads is a negative one.",[12,27,29],{"id":28},"who-actually-advertises-jewellery-here","Who actually advertises jewellery here",[17,31,32,33,38],{},"Thirty archived Malaysian jewellery and watch ads sit behind this guide, from 22 distinct advertisers, and you can browse the full set in the ",[34,35,37],"a",{"href":36},"\u002Fads\u002Fmalaysia\u002Fjewellery","Malaysian jewellery ad gallery",". They come from the AdPlay.ai archive, which records what was advertised and how, never how any of it performed.",[17,40,41],{},"The composition is the first thing worth noticing. The household names are outnumbered. HABIB, Pandora, Fossil, Wah Chan Gold & Jewellery, SK Jewellery Malaysia and Lazo Diamond sit alongside a larger group of independent kedai emas and small online boutiques: Kedai Emas Kaharo, Kedai Emas Goldpoint, Seri Nur, 多得金庄, Tian Si Jewellery添喜金庄, Kaimirra, Max Deco, MYJN and pitajewellery. If you run a neighbourhood goldsmith and assume this feed belongs to the chains, the record says otherwise.",[17,43,44],{},"Three different businesses share the same feed, and they sell three different things. The gold houses sell weight and purity: Kedai Emas Kaharo shows a stacked wrist of Dubai Exclusive gold bangles, Seri Nur runs the Gajah Pasir chain bracelet collection, Diamond & Platinum advertises 999 and 916 gold with zero labour charge. The diamond labels sell the stone and its certificate: Novita Diamonds runs a 0.70ct lab diamond halo pendant in 18ct gold and 1.40ctw studs in 18ct white gold, T STAR LTD a 1.94ct certified Colombian emerald diamond ring, with Vinstella Jewellery, Bene Jewellery and WHITE BIRD in the same lane. The charm and accessory brands sell collections and drops: Celovis runs the Alphabet and Birthstone charms, Pandora a gold Disney Lady collectible, MYJN a silver lantern pendant set with jade. Kaimirra sits slightly outside all three, with a lifestyle video of a man wearing a slim gold chain and gold studs.",[17,46,47],{},"Two absences are worth as much as the presences. Despite the category being named jewellery and watches, exactly one watch ad appears in the thirty: a Fossil Harlow chain bracelet watch, and the archive records it as a Mom's gift rather than on movement, calibre or water resistance. Whatever is happening in Malaysian watch retail, almost none of it turns up in this sample. If you sell watches, there is very little category creative here to read against, which cuts both ways: less to borrow from, and less to be measured against.",[17,49,50],{},"The second absence is the bigger one.",[12,52,54],{"id":53},"the-angle-nobody-in-the-archive-actually-runs","The angle nobody in the archive actually runs",[17,56,57],{},"Gold as savings and investment is one of the standard hooks people attribute to this category. Across the thirty ads, not one promises a financial return, a fixed payout, a savings rate or a buy-back. A handful carry store-of-value framing at the level of motif and nothing more: 多得金庄's gold abacus rings as a prosperity statement, SK Jewellery Malaysia's gold Pixiu fortune bracelets from RM399, Diamond & Platinum's zero-labour-charge 999 and 916 ad. Prosperity as a symbol, yes. A promised return, no.",[17,59,60],{},"Thirty ads is a sample, not a census, so treat that as a pattern rather than proof. It does line up with where the legal risk sits. Investment framing is the highest-risk sentence a Malaysian jeweller can put on a creative, and on the evidence of what they published, the advertisers in this set stay away from it.",[12,62,64],{"id":63},"what-the-thirty-ads-actually-contain","What the thirty ads actually contain",[17,66,67],{},"Format skews to video: 15 of 30, with static at 8, dynamic catalogue at 5 and carousel at 2. Several of the kedai emas and small-boutique videos are simple, low-production formats, unboxings and wrist-stacks and try-ons shot on a hand, though that does not generalise to the whole video set, since the Pandora Disney charm film and the Fossil Harlow film are brand-produced.",[17,69,70],{},"Eight of the thirty ads lead with a discount or an offer, and of those, four state an actual ringgit figure: RM89, RM 2XX, from RM399, and RM300 off. The other four use non-ringgit mechanics: up to 60% off, a free tote, extra off, and zero labour charge. That distinction matters. A quoted ringgit price runs into the presumption in section 15 of the Trade Descriptions Act 2011 that the price already covers every charge. A percentage off an earlier price runs into the cheap-sale regulations and the rule about what that earlier price is allowed to be.",[17,72,73],{},"Three scripts run side by side in the same category. Chinese-named pages (多得金庄, Tian Si Jewellery添喜金庄), Malay-named pages (Kedai Emas Kaharo, Kedai Emas Goldpoint, Seri Nur) and English-led labels (Novita Diamonds, WHITE BIRD, Max Deco, Lazo Diamond) all advertise the same goods to the same feed.",[17,75,76],{},"Here is the angle map, with the advertiser evidence attached to each. Every row describes what the creative contains, not what it achieved.",[78,79,80,96],"table",{},[81,82,83],"thead",{},[84,85,86,90,93],"tr",{},[87,88,89],"th",{},"Angle",[87,91,92],{},"What the creative does",[87,94,95],{},"Advertisers in the set",[97,98,99,111,122,133,144,155,166,177,188,199],"tbody",{},[84,100,101,105,108],{},[102,103,104],"td",{},"Unboxing reveal",[102,106,107],{},"Vertical video opens on a closed box and lands on the piece",[102,109,110],{},"Bene Jewellery (diamond clover necklace), Vinstella Jewellery (Frost Diamond set)",[84,112,113,116,119],{},[102,114,115],{},"Wrist-stack or try-on",[102,117,118],{},"Several pieces worn together on a moving hand, more than one item in frame",[102,120,121],{},"Kedai Emas Kaharo, Wah Chan Gold & Jewellery (six-frame carousel)",[84,123,124,127,130],{},[102,125,126],{},"Spec printed on the creative",[102,128,129],{},"Carat weight, stone type and fineness set on the frame, not left to the caption",[102,131,132],{},"Novita Diamonds (two dynamic ads), T STAR LTD",[84,134,135,138,141],{},[102,136,137],{},"Ringgit-explicit offer",[102,139,140],{},"A concrete number rather than a vague discount",[102,142,143],{},"Bene Jewellery (RM89), SK Jewellery Malaysia (from RM399), Diamond & Platinum (RM300 off), Tian Si Jewellery添喜金庄 (RM 2XX)",[84,145,146,149,152],{},[102,147,148],{},"Festive and prosperity motifs",[102,150,151],{},"One festival-tagged discount, three motif-led pieces",[102,153,154],{},"Celovis (up to 60% off for Raya); 多得金庄, MYJN, Tian Si Jewellery添喜金庄 (motifs only)",[84,156,157,160,163],{},[102,158,159],{},"Gift with purchase",[102,161,162],{},"The incentive is a physical extra, not a price cut. One ad in the set",[102,164,165],{},"Lazo Diamond (free Christy Ng tote with a diamond ring)",[84,167,168,171,174],{},[102,169,170],{},"Bridal product creative",[102,172,173],{},"Wedding and engagement sets shown as product, one quoting a price in colloquial Malay",[102,175,176],{},"pitajewellery (solitaire and wedding ring set; wedding rings at 2 jutaan)",[84,178,179,182,185],{},[102,180,181],{},"Everyday and men's lifestyle",[102,183,184],{},"The piece worn by a person going about their day. One ad in the set",[102,186,187],{},"Kaimirra",[84,189,190,193,196],{},[102,191,192],{},"Collectible charm sold on seriality",[102,194,195],{},"One charm per drop, letter or birth month",[102,197,198],{},"Pandora, Celovis",[84,200,201,204,207],{},[102,202,203],{},"Concealed-message hook",[102,205,206],{},"Creative built around a hidden message rather than a price or a spec. One ad in the set",[102,208,209],{},"Max Deco (hidden I Love You necklace)",[17,211,212],{},"Two notes on reading that table honestly. Only Celovis ties a discount to a named festival in the archive record; the abacus rings, the lantern pendant and the Lunaris Charm are recorded as motifs, not as dated campaigns, so do not assume they were built for a particular date. And pitajewellery's 2 jutaan line is simply a price stated in colloquial Malay. Jutaan means in the millions, so resist the temptation to read it as a budget-friendly play.",[17,214,215,216,220],{},"For the calendar side of festive planning, the ",[34,217,219],{"href":218},"\u002Fblog\u002Fmalaysia-festive-ad-calendar-when-to-launch","Malaysian festive ad calendar"," covers timing properly. What follows is the layer it does not.",[12,222,224],{"id":223},"every-number-on-your-creative-is-a-regulated-trade-description","Every number on your creative is a regulated trade description",[17,226,227],{},"Look again at the spec-on-creative row. Novita Diamonds prints 0.70ct and 18ct. T STAR LTD prints 1.94ct, alongside a \"certified Colombian emerald\" claim. Tian Si Jewellery添喜金庄 prints 916 and 999. Every one of those numbers is a trade description under section 6(1) of the Trade Descriptions Act 2011: paragraph (f) covers the standard of fineness of articles made of precious metal, and paragraph (b) covers weight and quantity separately. They are not adjectives. They are regulated claims, and the Act treats them as such. The descriptive half of the same line, \"certified\" and \"Colombian\", is not a fineness or weight claim, but it is still a statement in an advertisement about goods, which is where section 18 comes in.",[17,229,230],{},"Applying a false trade description to goods, or supplying goods to which one is applied, is an offence under section 5(1). A body corporate faces a fine of up to RM250,000, and up to RM500,000 for a second or subsequent offence. An individual faces up to RM100,000 or three years' imprisonment, or both.",[17,232,233],{},"Two provisions then make this specifically an advertising problem rather than a shopfloor problem.",[17,235,236],{},"Section 18(1) says no person shall make any false or misleading statement in any advertisement in relation to any goods or services, and section 18(2) puts the onus of proving that the statement is true or not misleading on the person charged. Read that twice. You are not presumed correct until an officer proves otherwise. If you printed 916, you carry the burden of showing it was 916.",[17,238,239],{},"Section 19 closes the escape route most brands reach for. It deems both the person who directly or indirectly offers to supply the goods and the person on whose behalf the advertisement is made to have given a false or misleading statement, unless the contrary is proved. And section 24(4) provides that where a body corporate is charged, it is not entitled to rely on the mistake-or-reliance defence at all. So the agency wrote the caption, the freelancer built the frame, the platform published it, and the jeweller is still the one deemed to have made the statement. Section 25's innocent-publication defence protects the publisher, not the advertiser.",[17,241,242],{},"The practical upshot is short. Whoever produces the creative, the fineness claim is yours.",[17,244,245],{},"Enforcement reaches published creative too. In January 2026 KPDN's Enforcement Division seized 3,545 gold items worth RM82,725 at a Kuala Lumpur premises whose products were marketed online as AU 999.9 but assayed at an average of about 77 per cent, with individual XRF readings between 80 and 98 per cent. The reporting notes the premises was suspected of selling gold products that did not meet purity standards through social media, and that the goods displayed were the same as those advertised there. That is one operation at one premises, and it is not evidence about Malaysian gold sellers generally. It is evidence that the ad and the assay get compared.",[17,247,248],{},"On the marking convention itself: fineness is a regulated trade description under section 6(1)(f), KPDN enforces gold purity under the Trade Descriptions (Articles Made of Precious Metals) Regulations 1994 (preserved in force by section 71(b) of Act 730 even though the parent 1972 Act was repealed), and Malaysian gold jewellery is conventionally marked millesimally, 916 and 999 rather than 22K and 24K. We could not retrieve the gazette text of those 1994 regulations from any accessible source, so we are not quoting them and you should not rely on any secondhand quotation of them either. KPDN has publicly stated the penalty under those regulations as up to RM25,000 for a body corporate and up to RM10,000 or one year's imprisonment for an individual, which is a regulator's statement rather than a reading of the instrument, and much smaller than the Act 730 penalties for a false trade description.",[17,250,251],{},"One more provision that surprises retailers: section 12 deems a person holding three or more of the same goods of similar description bearing the same trade description to hold them for supply. The current text cross-references section 6 alone, where an older reprint read sections 6 and 8. Which brings us to the citation problem.",[17,253,254,258],{},[255,256,257],"strong",{},"A note on citations."," The Trade Descriptions Act 2011 has been amended twice since the widely circulated 1 July 2016 reprint, by Act A1607 (in force 27 December 2019) and Act A1639 (in force 11 January 2022). Sections 8, 9 and 11 were deleted by A1607. If a blog post, a compliance deck or a law-firm PDF tells you that a trade description in one advertisement legally binds an entire product class under section 11, or quotes per-item counterfeit penalties of RM15,000 and RM30,000 under section 8, it is quoting repealed law. Use the AGC updated text.",[12,260,262],{"id":261},"the-discount-rules-this-category-keeps-missing","The discount rules this category keeps missing",[17,264,265],{},"This is the layer that no seasonal playbook covers, and it applies to eight of the thirty archived ads.",[17,267,268],{},"The Trade Descriptions (Cheap Sale Price) Regulations 1997, as substituted by P.U.(A) 327 (gazetted 29 November 2019, in force 2 January 2020), govern discount sales. Four rules matter to anyone writing offer creative.",[78,270,271,284],{},[81,272,273],{},[84,274,275,278,281],{},[87,276,277],{},"Rule",[87,279,280],{},"What it requires",[87,282,283],{},"Instrument",[97,285,286,297,308,319],{},[84,287,288,291,294],{},[102,289,290],{},"Notice threshold",[102,292,293],{},"A cheap sale of more than three days needs a written notice in the Controller's determined form, served on the Controller, a Deputy or an Assistant Controller no later than one day before the sale starts",[102,295,296],{},"P.U.(A) 327, reg 2(a), substituting reg 3(1)",[84,298,299,302,305],{},[102,300,301],{},"Duration cap",[102,303,304],{},"A single cheap sale is capped at 31 days. Extending beyond that needs a fresh notice and a price lower than the previous sale price",[102,306,307],{},"P.U.(A) 327 reg 4; new reg 6(1A)",[84,309,310,313,316],{},[102,311,312],{},"Duration on the creative",[102,314,315],{},"The advertisement must specify the duration of the sale, must contain no false or misleading statement, and the trader bears the burden of proving the statement true",[102,317,318],{},"P.U.(A) 327 reg 10(a)(i); regs 13(1), 13(2), new 13(2A)",[84,320,321,324,327],{},[102,322,323],{},"The \"before\" price",[102,325,326],{},"The struck-through price must be the latest price at which those goods, or goods of the same description, were actually supplied or offered before the sale started, and the trader must prove it",[102,328,329],{},"P.U.(A) 327 reg 7(a); new reg 8(5)",[17,331,332],{},"Work through what that does to a real jewellery campaign. A two-week Raya bracelet promotion at up to 60% off is over the three-day threshold, so it is notifiable before it starts. An 11.11 sale you soft-launch on the 5th and run to the end of the month is 26 days, inside the 31-day cap, but rolling the same pieces into a December promotion at the same price is not a lawful structure: an extension requires a fresh notice and a lower price. A permanently discounted promo-price catalogue, the kind that quietly never ends, is the structure the 31-day cap exists to prevent.",[17,334,335],{},"The \"before\" price rule replaced an older and much-quoted test based on the lowest price offered for 28 continuous days in the last three months. The current test is simpler and stricter in a different way: it is the latest price you actually charged before the sale, and you have to prove it. KPDN's own guidance around the notice system also describes a six-month price-record-keeping duty, which is worth following as regulator guidance even though it is not the gazette text.",[17,337,338],{},"Two things you do not have to do, because both were dropped when P.U.(A) 327 took effect on 2 January 2020: printing a notice registration number on the creative, and printing a KPDN logo on the creative. If a designer or an agency tells you the discount ad needs a KPDN mark, that requirement is gone. Sale dates on the creative are still required.",[17,340,341,342,346],{},"And the honest limit of all this: KPDN frames its guidance around premises, and does not address the purely online seller with no shopfront. If you sell only through Instagram and a marketplace, ask KPDN rather than assuming either answer. The mechanics of building the campaign itself are covered in the ",[34,343,345],{"href":344},"\u002Fblog\u002Fmega-sale-ad-playbook","mega sale ad playbook","; this is the layer to add on top of it.",[12,348,350],{"id":349},"the-quoted-price-is-presumed-to-include-everything","The quoted price is presumed to include everything",[17,352,353],{},"Section 15(1) of the Trade Descriptions Act 2011 provides that where the price of any goods or services is quoted in an advertisement, that price is deemed to include all eligible government taxes and duties and any other charges, unless the contrary appears.",[17,355,356],{},"For a kedai emas this is not academic. Labour charge, setting fee and workmanship are real line items, and a \"from RM399\" creative that leaves them unsaid runs straight into the presumption. The fix is small and lives on the frame: write \"from RM399, excluding labour charge\", and the contrary now appears in the advertisement. Diamond & Platinum's \"zero labour charge\" ad does the same thing from the other direction, making the charge structure explicit as the offer itself.",[17,358,359],{},"Section 15(2) contains a carve-out for advertisements made in the course of a trade or business prescribed under section 10B of the Price Control and Anti-Profiteering Act 2011, so the rule is not universal and the current text is worth reading against your own pricing. The practical discipline is unaffected either way: if a charge is going to appear on the invoice, name it on the creative.",[17,361,362],{},"Section 14 sits alongside this and governs price comparisons specifically. It prohibits false or misleading indications that a price is equal to or less than a recommended price, that goods are offered at less than they in fact are, or that they are offered at less than any other person offers them, and it puts the onus of proof on the person charged. Section 14(3)(c) is the provision that pulls a Facebook ad into the section at all: any person advertising goods as available for supply is taken as offering to supply them. \"Cheapest in KL\" is therefore a claim you would have to prove.",[12,364,366],{"id":365},"where-a-jewellery-ad-stops-being-a-jewellery-ad","Where a jewellery ad stops being a jewellery ad",[17,368,369],{},"Everything above is consumer protection law with fines attached. This section is different, because the penalties are measured in years.",[17,371,372],{},"Section 136 of the Financial Services Act 2013 defines a deposit to include a sum of money or any precious metal or precious stone accepted, paid or delivered on terms under which it will be repaid or returned in full, with or without interest or any other consideration in money or money's worth. Precious metal is named in the statute. Section 137(1) then provides that no person shall accept deposits except under a licence granted under section 10, regardless of whether the transaction is described as a loan, an advance, an investment, a savings, a sale or a sale and repurchase or by whatever name called. The penalty under section 137(2) reaches ten years' imprisonment or RM50 million.",[17,374,375],{},"Section 138 is the one that belongs on a wall in any jewellery marketing department. It prohibits issuing an advertisement containing an offer or invitation to make a deposit, or intended to induce one, carrying up to five years' imprisonment or a RM10 million fine. The advertisement is the offence. Not the scheme behind it, the advertisement.",[17,377,378],{},"Now the tightening, because this must not frighten off a lawful business. Section 136 excludes part payments under a contract for the sale of property. An ordinary old-gold trade-in counter is not deposit-taking. A layaway or instalment purchase of a specific piece a customer has chosen is not deposit-taking. What is caught is the sale-and-repurchase or gold savings structure: money or gold accepted from the public on terms promising a return, a fixed monthly payout or a guaranteed buy-back at a set price. The naming does not help you, because section 137(1) expressly ignores what the arrangement is called.",[17,380,381],{},"Two adjacent points. First, if anyone reassures you that a scheme is fine because it does not appear on the Securities Commission's Investor Alert List, that reasoning is backwards. The SC states the list is not exhaustive and is based on the information available at the time of publication, and that investors dealing with unauthorised entities will not be protected under Malaysian securities laws. Absence proves nothing. Second, whether a jeweller's instalment or savings plan could additionally engage the Interest Schemes Act 2016 is a question we have not been able to resolve, and we are not going to guess at it. If you are designing a plan rather than selling a ring, that is a question for counsel before it is a question for a copywriter.",[17,383,384,385,389],{},"For context on how the platform treats genuinely licensed financial advertisers, the ",[34,386,388],{"href":387},"\u002Fblog\u002Ftakaful-insurance-facebook-ads-malaysia","takaful and insurance ads guide"," covers the other direction of this problem.",[12,391,393],{"id":392},"what-meta-restricts-and-what-it-does-not","What Meta restricts, and what it does not",[17,395,396],{},"Five Meta policy points, all checked in July 2026, all worth re-checking because the Transparency Center changes without notice.",[17,398,399,402],{},[255,400,401],{},"Jewellery is not restricted."," The Restricted Goods and Services index runs through alcohol, commercial exploitation of crises, dating, hazardous goods, health and wellness, historical artifacts, human body parts, animals, tobacco, weapons, drugs and pharmaceuticals, addiction treatment, financial and insurance products, cryptocurrency, and online gambling. Jewellery, watches, gold and precious metals are on none of them.",[17,404,405,408],{},[255,406,407],{},"That freedom ends at the financial product line."," Financial and Insurance Products and Services is a restricted category, and Meta states that targeting some countries with a financial product or service ad requires a licence from the relevant regulatory authorities, and that advertisers must provide disclosures as required by law. Meta's policy text names no country list and does not name Malaysia. We are not going to tighten that into a claim that Meta requires a Malaysian licence, because the policy does not say so. If you need to know whether financial-services verification applies to your account, check in Ads Manager or with Business Support rather than trusting any blog on the question.",[17,410,411,414],{},[255,412,413],{},"Exaggerated success claims are separately barred."," Meta prohibits ads promoting products, services, schemes or offers using deceptive or misleading practices, including deceptive or exaggerated claims about the success of a product or service, and lists investment or banking schemes among its common violation categories. That is the platform-side counterpart to the deposit-taking rules above: a gold savings pitch can be both a Malaysian offence and a Meta violation, on independent grounds.",[17,416,417,420,421,425,426,430],{},[255,418,419],{},"Affordability copy is the real personal-attributes trap."," Meta's enumerated personal attributes are race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health, vulnerable financial status, voting status, trade union membership, criminal record, and name. Vulnerable financial status is on the list. Relationship and marital status are not. So \"Getting married this year?\" is not caught by the policy, while \"Can't afford a diamond?\" or \"Bad credit? Pay in instalments\" sits directly on an enumerated attribute, and Meta's own prohibited example is \"Are you bankrupt?\" For a bridal-heavy category that is a useful boundary in both directions, and the ",[34,422,424],{"href":423},"\u002Fblog\u002Ffacebook-ad-personal-attributes-policy","personal attributes policy guide"," has the rewrite patterns. For bridal funnel mechanics and seasonality, the ",[34,427,429],{"href":428},"\u002Fblog\u002Fwedding-events-facebook-ads-malaysia","wedding and events guide"," covers the calendar this page deliberately does not.",[17,432,433,436],{},[255,434,435],{},"Designer lookalikes can come down without a complaint."," Meta's third-party intellectual property policy covers the promotion or sale of counterfeit goods, including products that copy the trademark or the distinctive features of another company's products to imitate a genuine product, and states that ads may be rejected or removed after a rights-holder report or because there are signs the ad may infringe. No complaint required.",[12,438,440],{"id":439},"what-this-should-cost-honestly","What this should cost, honestly",[17,442,443],{},"No dated, primary Malaysian CPM, CPC, cost-per-lead, CPA or ROAS benchmark exists for jewellery or watches. Not one that this guide could verify. Any figure you find that confidently states a Malaysian jewellery cost per lead is almost certainly unsourced, and a foreign benchmark converted into a ringgit average is worse than no benchmark at all.",[17,445,446],{},"The category also resists benchmarking on its own terms. An RM89 pendant and a five-figure bridal set are the same category and completely different economics. A cost per purchase that is excellent for one is ruinous for the other.",[17,448,449,450,454],{},"What you can rely on is scale and your own account. DataReportal's Digital 2026: Malaysia puts Facebook's potential ad reach here at 23.0 million (63.7% of the population) and Instagram's at 16.1 million (44.6%), against 30.7 million active social media user identities in a population of about 36.1 million. Reach is not the constraint. Run for two to three weeks, read cost per enquiry, cost per store visit and cost per sale from your own reporting, and segment by price band before you compare anything. The ",[34,451,453],{"href":452},"\u002Fblog\u002Ffacebook-ads-cost-malaysia","Facebook ads cost in Malaysia"," guide covers how to read those numbers once you have them.",[17,456,457],{},"On demand direction, the World Gold Council's Gold Demand Trends Full Year 2025 puts Malaysian consumer demand for gold jewellery at 10.8 tonnes in 2025, down 6% from 11.5 tonnes in 2024, with Q4 2025 at 2.4 tonnes against 2.6 tonnes in Q4 2024. The Council also recorded, in its Q1 2025 report, that \"In Malaysia, jewellers introduced incentives for consumers to exchange old jewellery for new; exchanged gold jewellery does not have a net impact on jewellery consumption, but the promotions were designed to support sales revenues and maintain interest in gold jewellery.\" Note that second clause. A trade-in promotion is a revenue and engagement mechanic, not a way to grow consumption, and the Council is explicit about it.",[12,459,461],{"id":460},"a-pre-launch-pass-for-a-jewellery-ad","A pre-launch pass for a jewellery ad",[17,463,464],{},"Before the creative goes live, walk it once against this list.",[17,466,467],{},"Every fineness, carat, weight and stone claim on the frame is one you can prove on demand, because section 18(2) puts that burden on you, and section 19 deems you to have given the statement even when someone else wrote it.",[17,469,470],{},"Every price on the frame either includes all charges or names the exclusion in the ad, so section 15's presumption is not doing the talking for you.",[17,472,473],{},"Every comparison price is the latest price you actually charged before the sale started, and you can produce the record.",[17,475,476],{},"Every discount running more than three days has been notified before it began, states its duration on the creative, and sits inside the 31-day cap. No KPDN logo, no registration number, just the dates.",[17,478,479],{},"No sentence anywhere in the ad promises a return, a payout, a savings rate or a guaranteed buy-back on gold. Trade-in and instalments on a specific piece are fine. A scheme is not.",[17,481,482],{},"No copy implies the viewer's financial situation. Bridal intent is fine, affordability copy is not.",[17,484,485],{},"And the thing worth doing once a quarter rather than once per campaign: read the category rather than a single competitor. The angle map above is what thirty ads across 22 advertisers contained, not what any of them earned, and the free Meta Ad Library will show you what is running today by page. What it will not show you is spend, impressions, click-through or return, for the simple reason that Meta publishes none of that for non-political ads. Anyone who tells you a jewellery ad was a top performer because it ran a long time is reading a scraping artefact, not a result. Judge angles on whether they fit your pieces, your price band and your ability to stand behind the numbers you print. Then let your own account decide the rest.",{"title":487,"searchDepth":488,"depth":488,"links":489},"",2,[490,491,492,493,494,495,496,497,498,499,500],{"id":14,"depth":488,"text":15},{"id":28,"depth":488,"text":29},{"id":53,"depth":488,"text":54},{"id":63,"depth":488,"text":64},{"id":223,"depth":488,"text":224},{"id":261,"depth":488,"text":262},{"id":349,"depth":488,"text":350},{"id":365,"depth":488,"text":366},{"id":392,"depth":488,"text":393},{"id":439,"depth":488,"text":440},{"id":460,"depth":488,"text":461},null,"local","What Malaysian jewellery brands actually advertise on Facebook and Instagram, and the Trade Descriptions Act, cheap-sale and deposit-taking rules that govern every number printed on the creative.",[],"md",[507,510,513,516,519,522,525,528],{"question":508,"answer":509},"Do I have to tell KPDN before I run a discount on my jewellery ads?","If the sale runs for more than three days, yes. The Trade Descriptions (Cheap Sale Price) Regulations 1997, as substituted by P.U.(A) 327 in force from 2 January 2020, require a written notice in the form determined by the Controller to be served on the Controller, a Deputy Controller or an Assistant Controller no later than one day before the sale starts. KPDN operates an online filing system for this, the Sistem Notis Jualan Murah. That means a two-week Raya promotion or an 11.11 campaign is a notifiable event and not merely a marketing decision. One honest gap: KPDN's guidance is framed around premises, and it does not address whether a seller with no shopfront who trades only through Instagram, Shopee or a website files the same notice. We are not going to assert it either way. If that is your setup, ask KPDN directly rather than assuming you are outside the rule.",{"question":511,"answer":512},"Is jewellery a restricted category on Facebook and Instagram ads?","No. Meta's Restricted Goods and Services index, checked in July 2026, runs through alcohol, dating, hazardous goods, health and wellness, historical artifacts, tobacco, weapons, drugs and pharmaceuticals, financial and insurance products, cryptocurrency, and online gambling. Jewellery, watches, gold and precious metals appear under none of those headings, so an ordinary showcase, unboxing or discount ad faces no category-level restriction. Meta revises this index without notice, so treat July 2026 as the date of that check and confirm the current page before you build a campaign around the answer. The freedom ends the moment your ad sells gold as a financial product rather than as goods, because Financial and Insurance Products and Services is a restricted category.",{"question":514,"answer":515},"Can I advertise gold as a savings or investment product?","Be extremely careful, because this is where a goods advertiser accidentally becomes a financial advertiser. The Financial Services Act 2013 defines a deposit to include a sum of money or any precious metal or precious stone accepted, paid or delivered on terms under which it will be repaid or returned with or without interest or other consideration, and section 137(1) bars accepting deposits without a licence regardless of whether the arrangement is described as a loan, an investment, a savings, a sale or a sale and repurchase. Section 138 goes further and prohibits issuing an advertisement containing an offer or invitation to make a deposit, carrying up to five years' imprisonment or a RM10 million fine. So a gold savings plan promising a fixed monthly payout or a guaranteed buy-back at a set price is the risk. An ordinary old-gold trade-in counter, or a layaway purchase of a specific piece, is not caught: section 136 excludes part payments under a contract for the sale of property.",{"question":517,"answer":518},"Why does printing 916 or 0.70ct on an ad matter legally?","Because in Malaysia the standard of fineness of an article made of precious metal is a statutory trade description under section 6(1)(f) of the Trade Descriptions Act 2011, and weight and quantity sit separately at section 6(1)(b). That makes 916, 999, 18ct, 0.70ct and 1.40ctw regulated claims rather than marketing adjectives, and applying a false trade description exposes a company to a fine of up to RM250,000, rising to RM500,000 for a second or subsequent offence. Separately, section 18(2) puts the onus of proving a statement true or not misleading on the advertiser, not on the enforcement officer. In January 2026 KPDN's Enforcement Division seized 3,545 gold items worth RM82,725 at a Kuala Lumpur premises whose products were marketed online as AU 999.9 but assayed at about 77 per cent on average. That is one operation at one premises and says nothing about the industry, but it shows enforcement reaching creative published on social media.",{"question":520,"answer":521},"What should a jewellery lead or purchase cost me on Meta in Malaysia?","There is no dated, primary Malaysian CPM, CPC, cost-per-lead, cost-per-acquisition or ROAS benchmark for jewellery or watches that this guide can point you to. Any confident 'RM X per jewellery lead in Malaysia' figure circulating online is almost certainly unsourced, and planning against it is worse than planning against nothing. Foreign benchmarks exist for other verticals and can show you how cost behaves, but they carry their own geography and publication year and must never be converted into a Malaysian average. The workable answer is unglamorous: run for two to three weeks, then read cost per enquiry, cost per store visit and cost per sale straight from your own account. In a category where average order values range from an RM89 pendant to a five-figure bridal set, a portfolio benchmark would be close to meaningless anyway.",{"question":523,"answer":524},"Can I target people who are getting married without breaking Meta's rules?","Yes, and this is worth stating plainly because the category assumes otherwise. Meta's Privacy Violations and Personal Attributes policy enumerates race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health, vulnerable financial status, voting status, trade union membership, criminal record and name. Relationship and marital status are not on that list, so copy like 'Getting married this year?' is not caught by the personal attributes rule. What is caught is affordability copy, because vulnerable financial status is enumerated and Meta's own prohibited example is 'Are you bankrupt?'. So 'Can't afford a diamond?' or 'Bad credit? Pay in instalments' is the line that trips the policy in a jewellery account, not the bridal targeting.",{"question":526,"answer":527},"If my price excludes labour charge, do I have to say so in the ad?","Say so on the creative. Section 15(1) of the Trade Descriptions Act 2011 provides that where a price is quoted in an advertisement, that price is deemed to include all eligible government taxes and duties and any other charges unless the contrary appears. The practical reading is that 'from RM399' with a labour charge added silently at the counter is an exposure, while 'from RM399, excluding labour charge' is not. There is an exception at section 15(2) for advertisements made in the course of a trade or business prescribed under section 10B of the Price Control and Anti-Profiteering Act 2011, so the rule is not absolute, and the wording of the current text is worth checking against your own pricing structure. The safe practice is simple either way: if a charge lands on the invoice, name it on the creative.",{"question":529,"answer":530},"Can I run an ad for a piece that resembles a designer original?","Meta's Third-Party Intellectual Property policy covers the promotion or sale of counterfeit goods, described as products copying the trademark or the distinctive features of another company's products to imitate a genuine product, and it says ads may be rejected or removed after a rights-holder report or because there are signs the ad may infringe. That second limb matters: no complaint is needed for the ad to come down. On the Malaysian side, be aware that a widely repeated claim about per-item counterfeit penalties under section 8 of the Trade Descriptions Act 2011 is out of date, because section 8 was deleted by Act A1607 with effect from 27 December 2019. Enforcement now runs through section 5(1) with the section 5 penalties. Trade mark law itself sits outside the scope of this guide, and if you are close to that line it is a question for a lawyer rather than a marketer.","\u002Fimages\u002Fblog\u002Fjewellery-facebook-ads-malaysia-hero.webp","You sell gold, diamonds or charms in Malaysia, and the numbers that sell the piece are also the numbers that carry legal weight: 916, 0.70ct, RM399, 60% off. Most advertising advice for this category stops at the creative and never mentions that a discount running longer than three days is a notifiable event, or that a struck-through 'before' price has to be one you genuinely charged. You need both halves to write safely: what thirty real Malaysian jewellery ads actually contain, and which Malaysian instrument governs each number printed on them.",{},true,"\u002Fblog\u002Fjewellery-facebook-ads-malaysia","2026-08-05",{"title":5,"description":503},[539,543,547,551,555,558,561,564,567,570,573],{"label":540,"url":541,"year":542},"Attorney General's Chambers, Trade Descriptions Act 2011 (Act 730), updated text","https:\u002F\u002Flom.agc.gov.my\u002Fact-detail.php?act=730&lang=BI","2022",{"label":544,"url":545,"year":546},"Attorney General's Chambers, Financial Services Act 2013 (Act 758)","https:\u002F\u002Flom.agc.gov.my\u002Fact-detail.php?act=758&lang=BI","2013",{"label":548,"url":549,"year":550},"KPDN, Trade Descriptions (Cheap Sale Price) (Amendment) Regulations 2019, P.U.(A) 327","https:\u002F\u002Fwww.kpdn.gov.my\u002Fimages\u002F2024\u002Fawam\u002Fperaturan\u002Fperaturan-peraturan-perihal-dagangan-harga-jualan-murah-pindaan-2019.pdf","2019",{"label":552,"url":553,"year":554},"KPDN, Sistem Notis Jualan Murah (cheap sale notice filing)","https:\u002F\u002Fnjm.kpdn.gov.my\u002F","2026",{"label":556,"url":557,"year":554},"Sinar Harian, KPDN on penalties for selling fake gold (precious-metals regulations)","https:\u002F\u002Fwww.sinarharian.com.my\u002Farticle\u002F767393\u002Fberita\u002Fsemasa\u002Fjual-emas-palsu-boleh-didenda-sehingga-rm25000---kpdn",{"label":559,"url":560,"year":554},"Meta Transparency Center, Advertising Standards","https:\u002F\u002Ftransparency.meta.com\u002Fpolicies\u002Fad-standards\u002F",{"label":562,"url":563,"year":554},"Meta Transparency Center, Privacy Violations and Personal Attributes","https:\u002F\u002Ftransparency.meta.com\u002Fpolicies\u002Fad-standards\u002Fobjectionable-content\u002Fprivacy-violations-personal-attributes\u002F",{"label":565,"url":566,"year":554},"World Gold Council, Gold Demand Trends Full Year 2025","https:\u002F\u002Fwww.gold.org\u002Fgoldhub\u002Fresearch\u002Fgold-demand-trends",{"label":568,"url":569,"year":554},"Malay Mail, KPDN enforcers seize over 3,500 pieces of gold marketed as pure","https:\u002F\u002Fwww.malaymail.com\u002Fnews\u002Fmalaysia\u002F2026\u002F01\u002F18\u002Fwhat-you-see-isnt-always-what-you-get-kl-domestic-trade-enforcers-seize-over-3500-pieces-of-gold-marketed-as-pure\u002F205885",{"label":571,"url":572,"year":554},"Securities Commission Malaysia, Investor Alert List","https:\u002F\u002Fwww.sc.com.my\u002Finvestor-alert-list",{"label":574,"url":575,"year":576},"DataReportal, Digital 2026: Malaysia","https:\u002F\u002Fdatareportal.com\u002Freports\u002Fdigital-2026-malaysia","2025",[578,582,586,590,594,598,602,606],{"label":579,"value":580,"source":581},"Malaysian consumer demand for gold jewellery in 2025","10.8 tonnes, down 6% year on year","World Gold Council, Gold Demand Trends Full Year 2025, 2026",{"label":583,"value":584,"source":585},"Maximum fine for a body corporate making a false or misleading statement in an advertisement","RM500,000 (RM1 million on a second or subsequent offence)","Trade Descriptions Act 2011 (Act 730) s.21, AGC updated text, 2022",{"label":587,"value":588,"source":589},"How long a Malaysian discount sale can run before written notice to the Controller of Trade Descriptions is required","3 days","Trade Descriptions (Cheap Sale Price) (Amendment) Regulations 2019, P.U.(A) 327, in force 2020",{"label":591,"value":592,"source":593},"Maximum duration of a single notified cheap sale","31 days, extendable only at a lower price with a fresh notice","P.U.(A) 327, regs 6(1) and 6(1A), 2019",{"label":595,"value":596,"source":597},"Maximum penalty for issuing an advertisement inviting a deposit without a licence","5 years' imprisonment or a RM10 million fine","Financial Services Act 2013 (Act 758) s.138, 2013",{"label":599,"value":600,"source":601},"Gold seized in one KPDN operation in Kuala Lumpur over purity claims made on social media","3,545 pieces worth RM82,725, marketed as AU 999.9 but assayed at about 77% on average","Malay Mail, reporting KPDN Enforcement Division action, 2026",{"label":603,"value":604,"source":605},"Facebook potential ad reach in Malaysia","23.0 million, 63.7% of the population","DataReportal, Digital 2026: Malaysia, 2025",{"label":607,"value":608,"source":609},"Composition of the 30 archived Malaysian jewellery ads reviewed for this guide (creative facts only, no performance data)","22 advertisers; 15 video, 8 static, 5 dynamic, 2 carousel; 8 offer-led ads, of which 4 state a ringgit figure; 1 watch ad","AdPlay.ai archive, 2026","blog\u002Fjewellery-facebook-ads-malaysia","jZewLGDiqPJk89wxzCuvrjK3tyCRZeEHli_ail4D410",1785891720425]