An advertising watchdog has told an online U.S. jewelry retailer it must use appropriate terminology to describe the origin of its diamonds.
The Natural Diamond Council (NDC), which promotes mined diamonds, has questioned the way Agape Diamonds markets its lab-grown diamonds.
Tampa, Fla.-based Agape subsequently made modifications, but not to NDC’s complete satisfaction.
The NDC referred the matter to the National Advertising Division (NAD) of the nonprofit watchdog BBB National Programs, which concluded that some online advertisements “failed to clearly and conspicuously disclose the provenance of the stones.”
However, the NAD did say that most of the revised ads now comply with the FTC (Federal Trade Commission) jewelry guidelines.
In a release, the NAD said it “has recommended that all Agape advertisements include an appropriate description (such as “analog” or “lab-grown”) before the word “diamond” or “stone” and equally prominently for clarity. accurately disclose the nature and origin of the product and the fact that it is not a mined gemstone”.
Agape states on its website that it “creates beautiful jewelry using conflict-free simulants, synthetics, labs, and ethically sourced natural diamonds.”
In its advertiser statement, the company said it will comply with the NAD’s recommendations and is “committed to providing accurate and truthful advertising in accordance with NAD’s recommendations, federal regulations, and FTC enforcement.”
