The advertisements were brought to the ASA’s attention by the Natural Diamond Council and the London Diamond Bourse, with the rulings published on 13 May.
Based in Hong Kong, Linjer Jewellers, published two promotions, the first with the wording “Discover our brilliant diamonds.” The second advertisement called the company’s jewellery “sustainable,” with “ethically sourced gemstones.”
The company claimed it did not realise its marketing breached any code, which requires jewellery sold and advertised to use qualifiers when referring to man-made diamonds, such as “lab-grown” or “lab-created.” The ASA’s ruling requires the company to remove the marketing material.
The ASA also addressed two Meta advertisements from Novita Diamonds.
Novita Diamonds is an Australian-based retailer, with its website listing showrooms in New Zealand, the UK, Germany, Spain, Singapore, Hong Kong, and Malaysia.
The first showed an image of a diamond ring alongside the text “Novita Diamonds ready-to-ship engagement rings 1-10 days.” The second advertisement included a video featuring diamond rings, with text stating “timeless designs premium diamonds.”
Novita Diamonds disagreed that its ads were misleading, noting that they “did not state or imply the diamonds were mined, natural, rare or extracted from the earth.”
“Their [Novita Diamonds] brand identity was exclusively lab-grown diamonds and there was nothing in the brand name, creative execution, or messaging that would reasonably lead consumers to infer the diamonds were mined,” the ASA explained.
“They added that further information was made immediately available to consumers engaging with the ads, and there was no attempt to obscure, delay or withhold information about origin.”
It added: “While they did not believe the ads were misleading, they said they had amended the ads to add “lab” before “diamonds” to improve clarity and demonstrate cooperation.”
Despite this, the ASA ruling determined that the marketing material was misleading.
“We understood that if the ads were clicked, consumers were directed to the Novita Diamonds website where there was information that the diamonds were synthetic,” the ASA explained.
“However, we considered that it was material information that should have been included upfront. Because the ads did not make clear that Novita Diamonds were synthetic, we concluded that they were misleading.”
The ruling concluded by stating that the advertisements must not reappear in the complained-of form. Novita Diamonds Ltd was informed it must not misleadingly use the term ‘diamond’ to describe lab-created diamond jewellery products in isolation without a clear and prominent qualifier.
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