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New FTC Jewelry Guidelines Made Simple
There have been big changes on how to advertise jewelry that you should make sure you’re up to speed on, especially with the holiday season coming up and the uptick in advertising and sales.
Brought To You By Jewelers Vigilance Committee
The Jewelry Guides explain how to avoid making deceptive or unfair claims for and outline the language that should be used to describe products at all levels of the jewelry supply chain. This means they tell us the way those of us in the trade are allowed to advertise jewelry, whether to an end consumer or along the supply chain - and a lot has changed.
These rules apply to ads in both print and online. There have been major changes in several categories, this article will give you what you need to know in reference to diamonds. You can also watch a video here outlining these changes.
First off, responsible advertising is your responsibility! Failure to comply with the Federal Trade Commission’s Guidelines Jewelry Guides or Green Guides (which set out the FTC’s views about environmental claims in advertising) can result in legal action against your business by the FTC, consumers, competitors and more, so it’s important.
What to do - Disclose Disclose Disclose
- Laboratory-grown
- Laboratory-created
- [Manufacturer name]-created
- These phrases should be used in #hashtags as well!
Further, the revised Guides remove “synthetic” as a recommended descriptor, but do not prohibit the use of that term to describe laboratory-grown diamonds, so it’s still okay to use as long as you’re not asserting the product is fake or a simulant.
What about “Cultured”?
The accepted descriptors or qualifications are “laboratory-grown,” “laboratory-created,” “[manufacturer name]-created” and “some other word or phrase of like meaning.” Importantly, the descriptors or qualification must be clear, prominent and understandable.
Use of “Real,” “Genuine,” “Natural,” Etc.
About Eco and Green Claims
- “Green”
- “Grown” [without the preceding “laboratory”]
- “Greenhouse”
- “Ethically-grown” or “Ethically-produced”
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