The Promoting Requirements Agent (ASA) has upheld a criticism in opposition to Skydiamond, for deceptive advertising and commercial of laboratory-grown diamonds.
This ruling additionally applies to Stephen Webster’s advertising of Skydiamonds’ laboratory-grown diamonds.
The ruling states that Skydiamond can’t use the phrases “diamonds”, “diamonds made totally from the sky” and “Skydiamond” to explain their laboratory-created diamonds in isolation and not using a clear and outstanding qualifier.
ASA additionally informed Skydiamond “to not use the declare ‘actual diamonds’ to explain ‘artificial diamonds’”.
The criticism was made by the Nationwide Diamond Council (NDC) because it believed this terminology was deceptive.
The NDC acknowledged it was dedicated to sustaining shopper belief by defending them in opposition to deceptive advertising that damages their belief and confidence.