Pure Lab Diamonds - Pure Lab Diamonds

Recommendation: Upheld | Medium: Industry Member

The ASCI had approached the advertiser for its response in addressing the grievances of the complainant and also forwarded the details of the complaint, verbatim, to the advertiser with a request to respond to the same. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the claims in the advertisement. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and neither did they submit their written response.

The Consumer Complaints Council (CCC) viewed the Website advertisement (https://www.pld.live/) and considered the complaint. The CCC noted that no response was received from the advertiser prior to the prescribed due date as specified

by the ASCI Secretariat.

In the absence of response from the advertiser, the CCC concluded that the claims, “Eco-Conscious - Unlike mined diamonds where more than 100sq ft of land is destroyed”, “The diamonds we make are exactly identical to the natural ones as they are 100% crystallized carbon and share the same properties”, and “Lab-grown diamonds are 100% ethically

sourced, meaning they are not associated with conflict diamonds (blood diamonds) that have fuelled wars and exploitation in certain regions”, were not substantiated.

The claims are misleading by exaggeration, and denigrating natural/mined diamonds.

The said claims in the advertisement contravened Chapter I, Clauses 1.1, and 1.4, Chapter IV, Clause 4.1 (e) of the ASCI Code. This complaint was UPHELD.