The Advertising Standards Authority has ruled against lab-grown diamond retailers Novita Diamonds and Linjer, upholding complaints that their advertising used the term "diamond" without making clear the stones were laboratory-grown rather than mined. The complaints were brought jointly by the Natural Diamond Council (NDC) and the London Diamond Bourse (LDB) — two bodies that have made no secret of their frustration with what they consider deliberate ambiguity in lab-grown marketing.
Britain Rules: You Can't Just Call It a Diamond
The UK's Advertising Standards Authority has sided with the Natural Diamond Council in a landmark ruling against two lab-grown retailers, drawing a hard line around one of the industry's most contested words. Here's what it means for how lab-grown jewellery gets sold — and described.
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