If you advertise or sell jewelry, adhering to ethical practices is crucial. The Federal Trade Commission’s (FTC) Jewelry Guides provide clear standards for describing and marketing diamonds, gemstones, and pearls. These rules ensure that sellers disclose important details, helping consumers make informed decisions while avoiding misleading claims.
Key Guidelines for Diamonds
- Accurate Weight Representation
- Decimal weights must be precise. For example, a diamond labeled “.30 carat” should weigh between .295 and .304 carat.
- Fractional weights require a disclaimer that the stated weight is approximate, with clear information about the actual range or tolerances.
- Disclosures in Advertising
- Catalogs and online ads must prominently inform consumers when weights are not exact, directing them to where they can find additional details.
- Simulated and Laboratory-Created Diamonds
- Sellers must clearly disclose if a diamond is simulated or lab-grown, using terms like “imitation” or “laboratory-created.”
- Words like “cultured” may be used only when paired with accurate qualifiers (e.g., “laboratory-grown cultured diamonds”).
Standards for Gemstone Treatments
Treatments that enhance a gemstone’s appearance or durability—such as heating, irradiation, or fracture filling—must be disclosed when:
- The treatment is not permanent, or special care is required.
- The treatment significantly impacts the gem’s value.
Examples include: - Explaining that laser drilling improves clarity but may reduce value compared to untreated stones.
- Warning buyers when treated stones are sensitive to ultrasonic cleaners.
Misuse of Gemstone Names
Sellers should not use misleading names like “yellow emerald” (for golden beryl) or “green amethyst” (for prasiolite). Simulated or lab-grown gemstones must be labeled clearly to indicate their origin.
Pearl Transparency
- Clear Terminology
- Natural pearls should be labeled as such, while cultured pearls must use terms like “cultured” or “cultivated.”
- Imitation pearls require descriptors such as “artificial” or “simulated.”
- Treatment Disclosures
- If pearls are dyed or bleached, consumers must be informed, especially if treatments are not permanent or require special care.