China is experiencing a surge in fake gold scams, defrauding consumers as gold prices rise and many citizens turn to bullion for financial security amid economic uncertainty. These scams involve selling inferior gold marketed as “999 gold” online. The increased demand for gold, driven by both consumer purchases and the central bank’s acquisitions, has expanded the bullion and jewelry market, creating opportunities for fraudsters. Despite numerous complaints, major online platforms have yet to address the issue publicly. The government has issued guidelines to help consumers verify gold authenticity.