One of the primary missions of the Natural Diamond Council (NDC) is to protect and inform consumers about the intrinsic and rare values of natural diamonds in the face of the development of so-called “laboratory” or “synthetic” diamonds.
The platform Only Natural Diamonds NDC is a leading source for natural diamond news, including celebrity and pop culture, epic diamonds, jewelry trends, engagements and weddings, and diamond buying guides.
NDC's operations span four continents and ten countries, including Canada, South Africa, and Botswana, supporting 10 million industry employees and their families worldwide. The organization has a presence in the United States, China, India, the United Arab Emirates, and Europe. It operates from offices in New York, Shanghai, Mumbai, and Antwerp, with teams in France and the United Kingdom.
In this context, the global non-profit organization NDC has filed a complaint with the advertising watchdog in the United Kingdom – the Advertising Standards Authority (WING) to denounce terminology used by four British retailers, which it considers to be misleading.
The ASA therefore upheld the complaint against Skydiamond for fraudulent marketing and advertising of synthetic diamonds. conviction demonstrates an international approach to consumer protection that is based on the French decree of January 14, 2022.
Conviction by the ASA
The Advertising Standards Authority (ASA) is the independent regulator of advertising in all media in the UK. The ASA ensures that advertisements broadcast comply with the Advertising Codes) drawn up by the Committees of Advertising Practice (CAPs).
The decision states that Skydiamond cannot use the terms " diamonds"," diamonds made entirely from the sky " and " Skydiamond » to describe its synthetic diamonds without accompanying them with a clear and clearly visible qualifier.
The ASA also asked Skydiamond "not to use the claim" real diamonds » to name “synthetic diamonds”.
A decision in accordance with the French decree
This decision is in line with the renewal of the French decree and with the observations of the infringements noted by the DGCCRF. Thus, it demonstratesbreakthrough international Concerning consumer protection and the fight against misinformation in the diamond sector.
Ema Lynnx
Visual: Natural Diamond Council
