Lab Diamonds Banned From Using 'Diamond' Alone

In a significant ruling, the UK's Advertising Standards Authority (ASA) has prohibited two online retailers, Linjer and Novita Diamonds, from using the term "diamond" in isolation in their advertising. The decision came after complaints that the companies' campaigns on Google and Meta, run in January, were misleading.

The ASA found that both Linjer and Novita failed to explicitly label their products as "synthetic" or "laboratory-created." This omission could have led consumers to believe they were purchasing natural diamonds. The watchdog has instructed both companies to cease using the unqualified term "diamond" for synthetic stones and to include clear qualifiers like "synthetic."

This ruling is a boost for companies that mine natural diamonds. Lab-grown diamonds, created in high-temperature industrial processes, share the same crystal structure and properties as natural diamonds but are significantly cheaper to produce. They have seen a surge in popularity, now accounting for 17 per cent of the US retail market by volume, a substantial increase from just 3 per cent in 2020.

Both Linjer and Novita Diamonds have responded to the ruling. Linjer stated they were unaware the ads breached the code and will ensure future campaigns include clear language about lab-grown diamonds. Novita, while not agreeing the ads were misleading, has already amended them by adding "lab" before "diamonds" to enhance clarity and show cooperation.