<?xml version="1.0" encoding="us-ascii"?><InstanceReport xmlns:xsd="http://www.w3.org/2001/XMLSchema" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><Version>2.4.0.8</Version><ReportLongName>113 - Disclosure - GOING CONCERN</ReportLongName><DisplayLabelColumn>true</DisplayLabelColumn><ShowElementNames>false</ShowElementNames><RoundingOption /><HasEmbeddedReports>false</HasEmbeddedReports><Columns><Column FlagID="0"><Id>1</Id><IsAbstractGroupTitle>false</IsAbstractGroupTitle><LabelSeparator>

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 GOING CONCERN&lt;/font&gt;&lt;/div&gt;
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 &lt;div style="TEXT-INDENT: 0pt; DISPLAY: block; MARGIN-LEFT: 0pt; MARGIN-RIGHT: 0pt" align="justify"&gt;&amp;#xA0;&lt;/div&gt;
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 accompanying financial statements have been prepared in conformity
 with accounting principles generally accepted in the United States
 of America, which contemplate continuation of Aurum as a going
 concern. Aurum has incurred net losses since inception and may
 continue to incur substantial and increasing losses for the next
 several years, all of which raises substantial doubt as to its
 ability to continue as a going concern.&lt;/font&gt;&lt;/div&gt;
 &lt;div style="TEXT-INDENT: 0pt; DISPLAY: block; MARGIN-LEFT: 0pt; MARGIN-RIGHT: 0pt" align="justify"&gt;&amp;#xA0;&lt;/div&gt;
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 addition, Aurum is reliant on loans and advances from corporations
 affiliated with the President of Aurum. Based on discussions with
 these affiliate companies, Aurum believes this source of funding
 will continue to be available. Other than the arrangements noted
 above, Aurum has not confirmed any other arrangement for ongoing
 funding. As a result Aurum may be required to raise funds by
 additional debt or equity offerings in order to meet its cash flow
 requirements during the forthcoming year.&lt;/font&gt;&lt;/div&gt;
 &lt;div style="TEXT-INDENT: 0pt; DISPLAY: block; MARGIN-LEFT: 0pt; MARGIN-RIGHT: 0pt" align="justify"&gt;&amp;#xA0;&lt;/div&gt;
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 retained deficit of the Company from inception (September 2008)
 through July 31, 2013 amounted to approximately $10
 million.&lt;/font&gt;&lt;/div&gt;
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