In a recent development that has stirred conversations across the jewellery industry, Skydiamond, a British diamond manufacturer known for its lab-grown diamonds, has found itself in regulatory hot water. The Advertising Standards Authority (ASA) has ruled that the company’s advertising campaigns have misled consumers by failing to clearly communicate that its diamonds are lab-grown. This decision comes following complaints from the Natural Diamond Council, leading to an in-depth investigation into Skydiamond’s marketing practices. ASA’s Findings and Implications The crux of the ASA’s decision lies in Skydiamond’s use of terms like “diamonds”, “diamonds made entirely from the sky”, and “real diamonds”…
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