Is it an American company? Could the way to stop their descriptions be via the "gold" issue? I don't know about American law, at all, but here in England & Wales hallmarking is taken very seriously. It's a criminal offence to describe something as gold or silver or platinum if it's over a certain weight, and not hallmarked. It's an offence even if the item is actually the metal and purity stated, but not hallmarked. Certainly the rules about precious metals are much stricter than about pearls or stones, etc.
It's not a new rule here, either. Hallmarking goes back to the very end of the 12th century. So if I pick up a Victorian silver necklace, I know what purity it is, where it was hallmarked (which Assay Office), what year the hallmarking was done, and usually can find out who made it, from the manufacturer's mark. (Platinum is much more recent, only about 30 years ago, I think).
If this lot were operating in the UK, the quickest and easiest way to sort 'em out would be to get the local Assay office on to them, and they would sort it out. I've prosecuted cases for them a few times, and they are thorough.