British company Skydiamond, a creator of lab-grown stones, plans to appeal a ruling by Britain’s Advertising Standards Authority regarding a campaign that ran in February 2023.
It asked the company to not use the terms “diamonds,” “diamonds made entirely from the sky” and “Skydiamond” to describe its synthetic diamonds in isolation without a clear and prominent qualifier, such as “synthetic,” “laboratory-grown” or “laboratory-created,” or another way of clearly and prominently conveying the same meaning to consumers, as well as not to use the claim “real diamonds” to describe synthetic diamonds.
“This complaint is not based on actual confusion on the part of the customer, it comes from the trade body for diamond mining companies. It is an attempt to use the ASA for anti-competitive purposes and it utterly baseless,” said Vince.said it shows its commitment to “protecting consumers against misleading marketing that may damage their trust and confidence in the industry.”
The ASA said it considered that consumers would understand the word “diamond” in isolation to mean a mineral consisting of crystallized carbon that was naturally occurring. “We considered that while some consumers may have been aware that synthetic diamonds could be manufactured or created in a laboratory, many would not.”
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