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Natural diamonds score key victory over synthetics in the UK

Friday, April 12, 2024 | 570 Views |

Point of sale: The Natural Diamond Council wants a clear distinction between natural and lab-grown diamonds PIC: MBONGENI MGUNI

The Natural Diamond Council (NDC) this week won a key judgement in the technical battle against synthetics, as the United Kingdom’s advertising standards regulator ruled against misleading adverts that marketed the man-made diamonds as “real”.

The NDC is an industry group comprising the world’s rough diamond producers, which is committed to “inspiring and educating consumers on the values of natural diamonds and the positive global impact of the industry”. Members include De Beers and the Okavango Diamond Company, government’s wholly-owned diamond trading firm.

On Wednesday, executives from the New York-based group said the UK’s Advertising Standards Authority (ASA) had upheld a complaint the Council filed against misleading terminology from four UK retailers.

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