In 2017, The London Mint Office celebrated the bicentennial of artist Benedetto Pistrucci's work Saint George and the dragon which has appeared on UK gold sovereigns since 1817. Coins are typically issued to commemorate anniversaries of military or royal events, and are rarely legal tender. The company targets new customers through direct response advertising and telemarketing and has significantly invested in data profiling techniques. This 14 day policy was extended to 3 months, due to the COVID-19 pandemic. Customers have 14 days to return unwanted coins at no cost, provided they retain proof of posting or purchase the correct level of postal insurance. These free coins are usually part of a larger collection, which can then be sent to customers on approval, and charged for if not returned. The London Mint Office regularly offers coins to customers for free, excluding a postage fee and optional personalisation fee.
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