Diamond Foundry gets warning over ads

Joshua Freedman

An advertising watchdog has urged Diamond Foundry to amend its marketing, claiming that some of its language could mislead consumers about the origins of its lab-grown stones.

The San Francisco-based synthetics producer should stop using potentially confusing terms, disclose more prominently the man-made provenance of its diamonds, and change some of the claims it makes on social media, the National Advertising Division (NAD) said [Tuesday March 30]. Diamond Foundry agreed to comply.

The NAD, part of BBB National Programs — a nonprofit that facilitates self-regulation of businesses — assessed Diamond Foundry’s advertising after the Natural Diamond Council (NDC) filed a complaint.

The NDC challenged some of the material that appeared on the website and social-media accounts of Diamond Foundry and Vrai & Oro, its online retail brand, including in product descriptions at the point of sale. In particular, it pointed out certain social-media advertising that presented its goods simply as “diamonds,” without any accompanying disclosure.

While Diamond Foundry’s general messaging makes it clear that its stones are lab-grown, the NAD took issue with some of the specifics. The company should disclose the man-made origin of its products in a transparent and conspicuous way immediately before the word “diamond, the NAD concluded. It also recommended that Diamond Foundry present the disclosures in a way that mobile users can see them without having to scroll down.

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Source Rapaport

Photo © Diamond Foundry.