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ASA upholds complaint against Skydiamond

The NDC stated it was committed to maintaining consumer trust by protecting them against misleading marketing that damages their trust and confidence

The Advertising Standards Agent (ASA) has upheld a complaint against Skydiamond, for misleading marketing and advertisement of laboratory-grown diamonds.

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’”.

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The complaint was made by the National Diamond Council (NDC) as it believed this terminology was misleading.

The NDC stated it was committed to maintaining consumer trust by protecting them against misleading marketing that damages their trust and confidence.

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