Moreover, the Commission advised jewelry companies or marketers to avoid using the name of any precious stones including diamonds to describe a simulated or lab-created stone. They must also refrain from describing their products that may falsely suggest having the same chemical, physical, and optical properties of a mined diamond.
The FTC also asked jewelry companies to avoid describing their products as “eco-friendly, eco-conscious or sustainable” to avoid deception.
“It is highly unlikely that they can substantiate all reasonable interpretations of these claims,” according to the Commission.
Finally, the FTC demanded the jewelry companies to submit their plan to revise their advertisements within ten days after receiving the warning letters. The revised advertisements should be in accordance with the Jewelry Guides to ensure compliance with the FTC Act.