anthony weiner

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As Seen on TV:

An Investigation of Goldline International

Presented by

Congressman Anthony D. Weiner

5/17/2010

Table of Contents

I.

Overview

II.

Key Findings

III.

Pro tecting Investors from Goldline International

IV.

Goldline Grossly Overcharges For Their Coins

V.

Goldline Falsely Claims To Offer “Good” Investments

VI.

Goldline Salespeople Misrepresent Their Ability To Give “Investment Advice”

VII.

Goldline Plays Off Public Fears of Government Takeover and Has Formed

An Unholy Alliance with Conservative Pundits to Drive a False Narrative

VIII.

Methodology

I.

Overview

Goldline International is a precious metals dealer who buys and sells gold coins and

bullion to investors and collectors. They are headquartered in Santa Monica, CA, and

have more than 250 employees and annual sales exceeding $500 million.  Goldline

International has been in business since 1960, but has gained national prominence

recently by sponsoring conservative talk sh ow hosts.

These paid spokespeople have happily agreed to promote Goldline by playing off the fear

of inflation, to encourage people to purchase gold as an investment that will protect them

from an out of control government.

In reality Goldline is a company that uses  conservative rhetoric, high pressure sales

tactics and tall tales ab out the future of gold to sell over priced coins that can be bought

somewhere  else for cheaper.

II.

Key Findings

•

Goldline Grossly Overcharges For Their Coins

The average Goldline mark-up was 90% above the melt value of the coin.  The largest

markup seen on a coin was 208% above th e melt value.  The aver age Goldline

markup in comparison to the best price we could locate on competitors websites was

47%, going as high as 102% on one of the coins they offered.

•

Goldline Falsely Claims To Offer “Good” Investments

By selling gold at twice the melt value, the price of gold would need to double for

consumers to break even on their “investment.”

•

Goldline Salespeople Misrepresent Their Ability To Give “Investment Advice”

Sales people imply that they are “Investment Advisors” or “Financial Advisers” by

offering investment advice, which insinuates that they h ave some sort of  fiduciary

responsibility to get you the most return on your investment.

However, since they are not licensed “Investment Advisors” (the industry term), they

have no such responsibility.  In 2006, the Missouri Secretary of States' Office,

Securities Division filed formal consent order against Goldline for exactly this reason

and recovered over $200k for an elderly consumer that was ripped off.

•

Goldline Formed An Unholy Alliance with Conservative Pundits to Drive a False

Narrative

On numerous occasions, Glenn Beck has d edicated entire segments of his  program to

explaining why the U.S. money supply is destined for hyperinflation with Bar ack

Obama as president. He  will often promote the purchase of gold as the only  safe

investment alternative for consumers who want to safeguard their livelihoods. When

the show then cuts to commercial break, viewers are treated to an advertisement from

Goldline.

III.

Protecting Investors from Goldline International

Americans are  genuinely concerned about their financial futures, and rightfully so.   But

during troubling economic times it seems there is always someon e read y to take

advantage o f the situation and profit from people’s fears.

In the p ast there is always the “product” that is either the nex t big thing (the dot com

boom) or the investment that will never go down in price (the housin g market), and in the

past much of the media has failed in its duty to conduct due diligence, but never before

have they worked so hand in hand to cheat consu mers.  Commentators like Glenn Beck

who are shilling for Goldline are either the worst f inancial advisors around or knowingly

lying to their loyal viewers.

Goldline’s high pressure sales tactics and fear mongering about big government as well

as their ability to hire sales staff and spokespeople who misrepresent their roles are case

studies in why entities like the SEC and FTC are necessary.

On May 17, 2010, Congressman Weiner sent letters to the FTC Chairman Jon Leibowitz

and SEC Chairman Mary L. Schapiro about the shady practices conducted by Goldline

International and  asked them to open up investigations.

In addition, Congressman Weiner is proposing legislation to protect consu mers by

requiring full disclosure of:

a.

Hidden fees.

b.

Purchase price/Melt value/Resale value.

c.

How much the cost of gold will need to rise in the value for the customers’

investment to be profitable.

IV.

Goldline Grossly Overcharges For Their Coins

•

The office of Congressman Weiner compared 18 gold coins (9 numismatic and 9

bullion) found on Goldline’s website with their melt value, which was based on

weight, purity and the days gold market price.  The average Goldline mark- up was

90% above the melt value of the coin.

o

Numismatic coins had a much higher markup, with an average markup of 152%

on numismatic (collector) coins and 28% on bullion coins above the melt  value of

the coin.  The largest markup seen on a coin was 208% above the melt value.

•

Those same 18 coins cou ld be found much cheaper on similar precious coin seller’s

websites.  The average Goldline markup in comparison to the best price we could

locate on competitors websites was 47%, going as high as 101% on one of the coins

they offered.

o

Numismatic coins continued to be a much worse deal, with an av erage markup of

84% on numismatic (collector) coins and 10% on bullion coins above prices

found on competitors web sites.

V.

Goldline Falsely Claims To Offer “Good” Investments

•

By selling gold at twice the melt value, the price of gold would need to double for

consumers to break even on their “investment.”

•

The IRS considers owning physical gold (instead of gold stocks, bonds or as a

commodity) a collectible and taxes all gains at 28%, which is much higher  than the

long term capital-gains rate of 15% fo r people making more thank $34k a year.  If

you make less than $34k the long term capital-gains rate is zero.

•

Goldline sales representatives tell their customers that they will bu y back your gold

when you’re ready to sell, but nowhere in their terms of service is that  guaranteed.

•

Goldline also confuses customers when discussing buy back prices.  Goldline tells

customers that they will give them only a little bit less than the “bid” price when they

decide to resell their gold to Goldline.  This is confusing because the price a customer

originally pays is called the “buy” price b y Goldline and the “bid” price is the non-

marked up cost of the coin.

•

Hidden fees include 1.) Storage fees if you want Goldline to hold the gold you’ve

purchased 2. ) Conversion fees if you have stored  your  gold with them and  now want

it mailed to you 3.) Liquidation fee of 1% when selling your gold back to them 4.)

Delivery fee of $25.

VI.

Goldline Salespeople Misrepresent Their Ability To Give “Investment

Advice”

1.

According to customer complaints, that can be found on consumer complaint boards

such as “Rip-off R eports”, sales people represent themselves as “Investment

Advisors” or “Financial Advisers” implying that they h ave some sort of fiduciary

responsibility to get you the most return on your investment.  But since they are not

licensed “Inv estment Advisors” (the industry term), they have no such responsibility.

In 2006, the Missouri Secretary of States' Office, Securities Division filed formal

consent order against Goldline for exactly this reason and recovered over $200k for

an elderly consumer that was ripped off.

2.

Goldline sales representatives aggressively push the sale of numismatic coins

(collector) over bullion (pure gold) because the  company h as the largest profit margin

on them and the sales representatives make the largest commission.

The reason given to customers by sales associates for why they should purchase these

more expensive coins is often that if the government ever  comes to confiscate your

gold, they can’t take your vintage and collector coins.  This is in reference to an

overturned executive order issued by FDR in 1933 requiring Americans to sell their

gold to the government, with an exception for "gold coins having a recognized special

value to collectors of rare and unusual coins," the executive order however did not

define special value or collector value, and  certainly not collectibles. Nevertheless,

telemarketers promoting old U.S. gold coins perpetuate this myth because it makes

the selling of high-priced numismatic coins easier.

VII.

Conservative Pundits Profit on Peoples Fear

Fred Thompson, Dennis Miller, Mark Levin, Laura Ingrah am, Lars  Larson, Michael

Smerconish, Monica Crowley and Mike Huckabee are all paid spokespeop le for

Goldline.

Glenn Beck was also at one point a paid spokesperson but is no longer because it violated

Fox news rules. Goldline does however sponsor his program and he commonly

encourages his viewers to purchase gold, without mentioning that Goldline is a sponsor

of his show.

.

The message that these commentators push is that government is out of control and

unsafe, inflation will continue to devalue the dollar and that as an investor yo u should

protect yourself b y stock piling gold coins.

Glenn Beck:

•

“Tonight, are we facing the end of the  almighty dollar?... So I’m sure  we can all

assume that the dollar is here to stay, and everything is just peachy. But in the off-

chance that, maybe, somebody in the Middle East wouldn’t tell us exactly the truth,

you know, that they’re n ot exactly 100 percent reliable, maybe we should discover

what it means for our dollar and our country if it’s no longer pegged to oil. What does

that mean for you? … Any way to protect yourself? Gold”. (Source: The Glenn Beck

Show 10/7/2009)

•

“We could be facing recession, depression or collapse. Nothing  Left! …  I like to call

it the three G system here for this, its God, Gold and Guns.”

(Source: The Glenn Beck

Show 11/23/2009)

•

“Explain, if I'm right, the policy that the Government has is something that,  what is it,

the WS2 or something like that policy which is -- what is it, Stu? BW2, which is

Bretton Woods 2 which is basically the world needs us; we can bor row; it doesn't

matter how much we'll borrow because the world will never disconnect from the

world's consumers...  Best thing we can do is buy the gold, right?” (Source: The

Glenn Beck Program 4/9/2008)

•

“There are those in power that […] want to destroy the dollar or … the dollar is on

life support and they’d like it to stay there. It’s true. Not much that you and I can do

about it.  Well, there are a few things. You can prepare yourself, that’s what’s nex t

year is a really all ab out on our program. Prep aring yourself and part of that is – or

could be – protecting yourself with gold. If you have the money to buy it, protect

yourself from an out of control government with gold.”

(Source: The Glenn Beck Program 12/3/09)

•

"I think  you 're nuts. When the system eventually collapses, and the government

comes with guns and confiscates, you know, everything in you r home and  all your

possessions, and then you fight off the raving mad cannibalistic crowds that Ted

Turner talked about, don't come cr ying to me. I told you: get  gold."

(Source: Politico )

•

“Just the other night I was rereading Atlas Shrugged, and in it one of the characters is

talking about the value of money and how paper dollars really hold no value

whatsoever. They represent your work. The only thing of r eal value is gold. What

you’ve backed that dollar up with. Well, we no longer back our dollars up with gold.

If things get dicey, we’re on a banking crisis now, the declining v alue of the dollar,

what will hold its value? Gold. I want you to call 866-GOLDLINE and find out about

buying gold. You can buy it as an investment. I buy it really  as insurance because it’s

the one thing that will have value forever.”

(Source: Goldline radio ad)

Mike Huckabee:

“I’ll bet you’re concerned about the economy and the depreciation of the d ollar just like

me. That’s why people are diversifying their portfolio with gold, as a way to protect

against a falling dollar and future inflation. Goldline has been helping people acquiring

gold for 50 years. The people at Goldline will explain just how easy it is for you to buy

gold that’s delivered directly to you.”

(Source: Goldline radio ad)

Dennis Miller:

“Hey folks in a perfect world we could print all our own money, buy ridiculous amounts

of stuff and live happily ever after. Well life ain’t a fairy tale my friends. Look at the

economy, they’re spending more than Paris Hilton on a bad day and it doesn’t get us a

tiny dog and a pink purse either. It leads to a lower dollar. What can we do to diversify

our portfolio and protect against that falling dollar? Buy gold. Gold prices have tripled in

value and they are up more than 40% in the past 2 years.  I trust Goldline.”

(Source: Goldline radio ad)

Laura Ingraham:

“With the stock market where it is, volatile, moving up one d ay, down the nex t, the

trillion dollar budget deficit. And look what’s happening in the banking industry, the

government continuing to print money it looks like. It’s important to remember there’s

only a finite amount of gold.  It makes sense in these types of economic times to seek a

safe harbour. And that is gold. I can’t tell you whether gold is going to get up or down. I

can tell you however that gold makes sense as part of any portfolio. It serv es as a great

ballast against inflation.”

(Source: Goldline radio ad)

Fred Thompson:

“Our country is experiencing the worst economic  crisis since the Great Depression.

Stocks and real estate have lost much of their value and government is spending trillions

of dollars in a desperate  attempt to bail us out. In these tough times I believe you should

own gold. Gold offers diversification so all your eggs aren’t all in one b ask et. And gold is

one of the few investments that is going up every year since 2001. My choice for  gold is

Goldline.”

(Source: Goldline radio ad)

VIII.

Methodology

The analysis conducted by  the office of Congressman Weiner compared 18 coins (9

numismatic & 9 bullion) found on Goldline’s website with their melt value, which was

based on weight, purity and the gold mark et price on April 22, 2010 of $1,141.30.  The

coins retail price was then compared with comp etitor’s websites that offered the same

product.

The coins compared were:

•

High Grade Gold American Eagle MS-69

•

1/10-oz. Bullion Gold American Eagles

•

1/4-oz. Bullion Gold American Eagles

•

1/2-oz. Bullion Gold American Eagles

•

1 - oz. Bullion Gold American Eagles

•

1/10-oz.Proof Gold American Eagles

•

1/4-oz. Proof Gold American Eagles

•

1/2-oz. Proof Gold American Eagles

•

1-oz. Proof Gold American Eagles

•

4-Piece Proof Gold Eagle Sets

•

1/10-oz. Gold Canadian Maple Leafs

•

1/4-oz. Gold Canadian Maple Leafs

•

1-oz. Gold Canadian Maple Leafs

•

1-oz. Gold South African Krugerrands

•

BU Swiss 20 Franc 'Vreneli'

•

MS-62 $5 Liberty Gold Coins

•

2006 MS-69 First Strike Gold Eagles

•

B.U. French 20 Franc 'Rooster' Gold