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The Big Picture: Danger! Dirty gold campaign

THE ‘No Dirty Gold’ campaign hasn’t penetrated consumers’ psyches in the same way as conflict diamonds or the spectacularly successful anti-fur campaigns of the 1970s. But ‘No Dirty Gold’ is a warning the gold industry ignores at its peril. Gold is overwhelmingly a fashion item – 80 percent of gold is consumed in jewellery – which means the metal is hostage to the whims of the fickle world of fashion. <b>By Peter Gibson</b>