The jewelry industry is pushing for clearer rules around environmental marketing claims to combat what they see as rampant greenwashing. Several industry groups, including the Jewelers Vigilance Committee (JVC) and the U.S. Jewelry Council, have asked the Federal Trade Commission (FTC) to tighten its Green Guides, which govern environmental claims in marketing. The groups argue that vague terms like "sustainable," "recycled gold," and "carbon neutral" are being overused and misused, often misleading consumers about the true environmental impact of products.
The term "sustainable" has been particularly contentious. According to the JVC, the word has been so broadly and inconsistently used that it has become virtually meaningless. They are calling on the FTC to discourage its use in jewelry marketing, suggesting that terms like "responsible" could be a better alternative, though they would also need a well-defined meaning. Similarly, the industry groups argue that the use of "recycled" in reference to precious metals and gemstones is misleading, as these materials are rarely discarded and are often repurposed within the jewelry-making process.
Lab-grown diamonds, often marketed as a more sustainable alternative to mined diamonds, have also come under scrutiny. The JVC asserts that claims about the environmental benefits of lab-grown diamonds are not fully substantiated, noting that while these diamonds may be "mining-free," the production process still involves mining other resources, like methane, used in the manufacturing process. They urge the FTC to provide clearer guidance on what can be considered a valid environmental claim for lab-grown products.
Another area of concern is the term "carbon neutral." The JVC points out that many carbon offsets are unreliable and do not actually reduce emissions effectively. They argue that marketing claims based on offsets do not necessarily reflect real changes in a company's environmental footprint, and that these claims can be misleading, particularly when the effects of offsets are not immediate.
This push for stricter guidelines on environmental marketing reflects growing consumer awareness and skepticism about green claims. As consumers increasingly seek out sustainable products, brands are motivated to showcase their commitment to the environment. However, without clear standards, these claims can easily cross the line into greenwashing, ultimately damaging consumer trust and the credibility of the industry.
For jewelry companies, the call for stricter regulations is a reminder of the importance of transparency and precision in environmental marketing. Brands that want to maintain consumer trust should ensure that their claims are not only accurate but also backed by solid evidence. The jewelry industry has a unique opportunity to lead by example, setting clear and honest standards for what constitutes responsible and sustainable practices.