As the price of gold hovers near historic highs of more than $1,000 an ounce, consumers have faced a barrage of flashy billboards, glaring electronic signs, and high-octane television advertisements promising they can make a mint by trading in unwanted jewelry.

But gold dealers operate in a self-regulated industry, making it important for customers to understand how transactions work. Here are six tips from the American Society of Appraisers and the Better Business Bureau for consumers interested in selling gold to a dealer.