The value of 'pure gold' key-rings and ornaments should be measured in sentimental rather than in monetary terms, the council said. It said most prices were based on design and production costs, not the amount of gold used. Ten ornaments tested by the council used between 0.07 grams and 0.7 grams of gold, representing between two and 31 per cent of the price. Someone who paid $100 might be getting as little as $2 worth of gold, the council's Dr Tsui said. Some shops failed to abide by a law requiring them to specify the weight and quality of certain grades of gold, he said, adding the council believed it was an innocent mistake and had not prosecuted shop owners.