JEWELLERY traders have been told not to advertise stocktake sales as part of an industry crackdown.

Fair Trading Minister Margaret Keech says mid-year sales may seem the best time to splurge on jewellery, but consumers need to be sure advertised bargains are real savings.

"The Office of Fair Trading is monitoring advertising material from jewellery retailers across Queensland to ensure claimed discounts are true savings for shoppers," she says.

"Fair Trading investigators are concentrating on two-price advertising, such as 'was $150 now $100'. The concern is the item on sale may never have been sold at the claimed higher price."

It is illegal under the

Breaches can attract fines of up to $40,500 for individuals and $202,500 for corporations.

Mrs Keech says fair trading investigators have collected advertising material from jewellery stores around Queensland in a five-day blitz as part of a national campaign
co-ordinated by the Australian Competition and Consumer Commission.

"The majority of Queensland retailers are advertising real savings, but any caught misleading consumers will be punished," she says.