Advertisment
The webpage titled ‘Our Stones’ included a paragraph titled:
“100% Conflict Free Diamonds”
The paragraph stated:
“Desert Diamonds are 100% conflict free diamonds, our stones are lab created simulants and the perfect alternative to mined gemstones. Lab grown diamonds are the only true conflict-free diamonds.”
Complaint
The complainant considered that the advertising was misleading as they considered that the claims that the stones were 100% conflict free diamonds and were lab created simulants, led consumers to believe that the stones were diamonds when they were not.
Response
The advertisers said that the statement that their stones were “100% conflict free diamonds” was an error and that the correct statement should have been:
“Desert Diamonds are 100% conflict-free stones, our stones are lab-created simulants and the perfect alternative to mined gemstones. Lab-created diamonds are an excellent choice for those seeking conflict-free stones”.
The said that the term “diamond simulants” referred to stones that were crafted to resemble diamonds but were not actually diamonds. They said that common simulants included cubic zirconia and moissanite, which offered a brilliant, diamond-like appearance at a fraction of the cost. They said that they were distinct from lab-grown diamonds, which were real diamonds created in a laboratory setting and were also known as synthetic or cultured diamonds.
They said that the error was a typographical oversight and not a deliberate attempt to mislead their customers as they had been operating with integrity and dedication to customer satisfaction for 27 years. They said that they had built an excellent reputation and had garnered significant customer loyalty due to their commitment to providing accurate information and high-quality products. They said that their Head Office provided all marketing information, ensuring consistency and accuracy across all platforms and that in all their public marketing materials, including website and social media channels, they clearly stated that their stones were “diamond simulants”. They said that this transparency was fundamental to their business practices.
They apologised for any confusion caused by the typographical error in their advertisement and had taken immediate steps to correct it.
Conclusion
Complaint Upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response.
The Committee noted that the products advertised were laboratory created simulants and that the claim “100% conflict free diamonds” had been used in error and had since been amended. The Committee considered that phrase ‘Lab-created diamonds’ was also incorrect as the products were ‘diamond simulants’. The Committee considered that the overall impression created by the advertising was that the products were lab created diamonds and as they were not diamonds, they considered that the advertisement was misleading and therefore, in breach of Sections 4.1, 4.4, 4.9 and 4.10 of the Code.
ACTION REQUIRED:
The advertisement should not reappear in its current form. The Committee told the advertisers not to use the descriptor ‘diamond’ without the qualifying word ‘simulant’.
