top of page
Sk Seth Banner NEW FEB.png
    • Aug 31

Lab-grown Diamond Brand Found Flouting Advertising Guidelines, Maligning Natural Diamonds

~ The Advertising Standards Council of India (ASCI) pulls up Kalamandir Jewellers for an array of unsubstantiated claims in their latest brand campaign advertisement. NDC spearheads initiative ~



Kalamandir Jewellers’ recent advertisement falsely portrayed natural diamond mining as an environmentally destructive and life-endangering activity while promoting lab-grown diamonds as an unequivocally superior, eco-friendly alternative. This misleading narrative, unsupported by any credible evidence, prompted the Natural Diamond Council (NDC) to seek intervention from the Advertising Standards Council of India. It is essential that all stakeholders and industry partners in the jewellery sector uphold truth and integrity in advertising and ensure consumers receive accurate, substantiated information about the diamond industry.

The Consumer Complaints Council (CCC), a regulatory body formed by ASCI, investigated Kalamandir’s advertisement and found several baseless and exaggerated claims around how natural diamonds are mined and how all lab-grown diamonds are eco-friendly & sustainable. These claims were not only found to be unproven, but they also propagate a damaging and false narrative about natural diamonds. Kalamandir has been advised to suitably modify or withdraw the said advertisement by August 29, 2024.

Over the past few years, several lab-grown diamond brands have persistently engaged in spreading bias and misinformation, consistently promoting unconfirmed claims about the environmental and ethical superiority of lab-grown diamonds over natural diamonds. These misleading narratives have sought to undermine the natural diamond industry without providing any credible evidence, contributing to widespread confusion among consumers. In fact, the UK's Advertising Standards Authority (ASA) took action against lab-grown diamond brands for similar misleading environmental claims in 2023.


Richa Singh, MD- India and Middle East, Natural Diamond Council, shared: “Honesty and transparency in advertising is important because it promotes fair competition and ensures that the consumer is not waylaid or misinformed. ASCI's decision will go a long way in promoting the same values within the diamond industry and uphold the integrity of all the players within our business.”

The NDC hopes this ruling acts as a strong deterrent to other brands considering defaming natural diamonds with false claims as a valid marketing strategy. It is crucial for all industry players to engage in honest and fair advertising practices to foster a truthful marketplace, and further consumer confidence in our category.

Kalamandir Jewellers, as of this date, has failed to remove the misleading advertisement, and it remains in violation of the ASCI code despite repeated requests for compliance. Their refusal to address ASCI’s directives underscores the lab-grown diamond brand’s continued disregard for advertising standards. For more Updates Do follow us on Social Media

23 views

Comments

bottom of page