Advertising Standards Agent (ASA), has upheld a Skydiamond complaint for misleading advertising and marketing of laboratory-grown stones.
This ruling also applies to Stephen Webster’s marketing of Skydiamonds’ laboratory-grown diamonds.
The ruling states that Skydiamond cannot use the terms “diamonds”, “diamonds made entirely from the sky” and “Skydiamond” to describe their laboratory-created diamonds in isolation without a clear and prominent qualifier.
ASA also told Skydiamond “not to use the claim ‘real diamonds’ to describe ‘synthetic diamonds’”.
National Diamond Council (NDC), which believes that this terminology is misleading, filed a complaint.
The NDC said it was committed in maintaining consumer confidence by protecting them from misleading marketing that damages trust and confidence.