The Federal Trade Commission (FTC) recently announced that it sent letters to jewelry marketers — warning that the companies’ online advertising of lab-created and simulated diamonds may deceive customers, in violation of the FTC Act. The FTC reminded the companies of the FTC’s updated Guides for the Jewelry, Precious Metals, and Pewter Industries. Failure to comply with the FTC’s jewelry guides may result in enforcement actions.

The FTC also warned marketers about advertising their jewelry as “eco-friendly,” “eco-conscious” or “sustainable” — leading customers to interpret that such jewelry provides “specific environmental benefits.”

Additional information on the FTC’s jewelry and green guides can be found here.

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