Ethics or easy money – because apparently, we’re one of the few still choosing.
Bullion.Directory News – April 18, 2025
By Alison Macdonald
Commercial Editor at Bullion.Directory
Every now and then, a gold company slides into our inbox and gives the game away. No subtlety. No shame. Just this:
How much would it take to guarantee the number one spot on your rankings page?”
Not a joke. Not a misunderstanding. Just a straight-up offer to buy credibility.
And if we say no – because we don’t sell rankings?
They don’t say “thanks anyway.”
No – they say: “Remove us completely.”
As in, delete the listing, erase the reviews, wipe the slate.
Because if they can’t be seen as number one, they’d rather not be seen at all.
Let that sink in.
Now for some more context, this is a company that’s not shy in telling the public they’re the top name in gold.
But behind closed doors, they’re trying to purchase that position outright – and failing that, they want to disappear before anyone notices they didn’t earn it.
It’s not just shady as hell.
It’s a symptom of a much deeper rot in the precious metals industry.
Ethics Versus Cash
At Bullion.Directory, we’ve worked hard for over a decade to create a directory that actually helps people – not one that tricks them. All our dealer rankings are based purely on merit.
Our Bullion Dealer of the Year rankings are based on a massive annual public vote, whilst the rankings in our sidebar are based purely on verified user reviews.
There’s no secret “pay to win” formula, and there never has been.
But some companies don’t want to hear that.
To them, it’s number one or nothing – and ideally, they’d like to buy their way there.
If they can’t? They want out. And this morning we hit a new low when a major US company asked us directly:
We’d really like to be P1, or not on a ranking page at all. If there’s a more competitive payout you’d like to see from us that can guarantee P1, let me know. Otherwise, can you please remove us ”
Let’s be clear.
We’re talking about a company that markets itself as being #1 in the industry. Bold headlines, big claims, lots of trust talk.
But behind the scenes?
They’re trying to buy the very ranking they brag about – then threaten to vanish if it can’t be bought.
Why This Matters
I get it – everyone wants to be at the top.
But when companies try to pay their way there and then erase all evidence they weren’t number one, it’s not just manipulative. It’s dangerous.
Because these aren’t toy products or snack bars we’re talking about.
This is people’s retirement savings. Their financial futures.
If trust can be bought, it’s not trust at all.
And if a company is willing to pressure platforms into pretending they’re the best?
Ask yourself what else they’re willing to fudge when no one’s looking.
How our system works (and why it’s fair)
We have two ways for gold dealers to rank on our site.
1. Our annual Bullion Dealer of the Year rankings are decided entirely by public vote – nothing else. The vote count is audited and verified by a third party and the results are displayed on our site for all to see.
Hint: If you want your company to be in the vote without paying your way to a top spot, the shortlisting for our 2026 title begins in September.
2. Our sidebar Top 5 is based wholly on verified customer reviews left on our site.
Right now, it would only take 59 four or five-star reviews to claim the #1 sidebar spot.
Hint: Want in without cheating? Simply ask some of your happy clients to review you.
Now of course we have other ways companies can promote themselves on our site – Premium listings and advertising are available – but they never influence rank. Period.
We built Bullion.Directory this way so customers can trust what they see, and so that good companies can earn their place.
We know not everyone will like this policy.
Some companies will always try to twist arms. Some will leave. And yes, it means saying “no” to easy money.
But if we gave in and let companies buy the #1 spot, or rewrite the rules behind the scenes, what would we have left?
Just another marketing site pretending to be unbiased.
And frankly, the industry has more than enough of those already.
So to save anyone else asking in the future, here’s where we stand:
Our rankings are earned, not bought. And if that’s too much to ask, we’re probably not the right platform for you.
Alison Macdonald
Ask Ally, is your direct line to gold investment wisdom. Alison “Ally” Macdonald, with her extensive experience and sharp tongue, cuts through clutter to offer honest, insider takes on your gold investment questions.
Need insights or industry secrets? Ally’s ready to deliver, combining professional expertise with a smattering of Glasgow patter. Get ready for straightforward, expert guidance from a one-time gold shill turned good guy. Ask Ally Today
Material provided on the Bullion.Directory website is strictly for informational purposes only. The content is developed from sources believed to be providing accurate information. No information on this website is intended as investment, tax or legal advice and must not be relied upon as such. Please consult legal or tax professionals for specific information regarding your individual situation. Precious metals carry risk and investors requiring advice should always consult a properly qualified advisor. Bullion.Directory, it's staff or affiliates do not accept any liability for loss, damages, or loss of profit resulting from readers investment decisions.
I know this company because she wrote me too. No way they should be number one on ANYONES site.
Kudos to you for standing firm on integrity. In an industry where trust is everything, it’s refreshing to see a platform that refuses to sell credibility. This is exactly the kind of transparency we need more of.
Nice one Ally. This ‘make us number one or remove us’ shenanigans is a new low even in the gold space.
It needed to be said, well done Ally!