The Canadian Jewellers Association (CJA) recently released the ‘CJA Guidelines to Advertising Lab Grown Diamonds (LGD)’, a framework that will enable trade members to present LGDs in compliance with Canadian law and avoid chances of consumers being misled by unsubstantiated or false claims.

The association said it was taking this step in response to the increase of lab-grown diamonds being marketed to Canadian consumers.

Clearly stating that the word ‘diamond’, when used alone, has to clearly relate to a natural, or mined, diamond, the CJA also made it mandatory for synthetic producers to use a term such as ‘synthetic’, ‘lab-grown’, or ‘lab-created’ immediately preceding the word ‘diamond’. It further goes on to state that “neither word(s) shall be given greater prominence or emphasis than the other(s), nor may they be separated”.

The guidelines are divided into four thematic sections: Know your supplier of LGDs; Representations made to consumers; Disclosure; and Language.

It is imperative to adhere to full disclosure along the entire pipeline, CJA said and also to buy from a reputable source, or request substantiation from producers about any claims they make towards being ‘eco-friendly’, ‘sustainable’, etc.

The guidelines are also categorical that “environmental claims that are vague, non-specific, incomplete, or irrelevant and that cannot be supported through verifiable test methods should not be used”. They add that “statements that LGDs retain or increase in value also have not been proven and, thus, cannot be made”.

According to CJA in developing the guidelines, it took into account Canadian law concerning advertising and marketing as well as competition, and various industry guides regarding these areas. They also considered the U.S. Federal Trade Commission’s Jewelry Guides and other international guidelines.

CJA advised retailers, wholesalers, and manufacturers to ensure that their marketing practices do not result in breaching the law.