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FTC Changes Jewelry Marketing Guidelines

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Latest recommendations are intended to protect quality.

High-end jewelers stand to benefit from the Federal Trade Commission’s new jewelry marketing guidelines, which are aimed at “low-market competitors who may skew marketing efforts to make jewelry appear of a higher quality,” according to Luxury Daily.

Specifically, the new guidelines are designed to help brand marketers avoid deceptive claims through the use of certain terminology. If you’re pitching lab-created diamonds, for example, then the FTC says it’s OK to refer to them as “cultured” only if the term is followed by “laboratory-created,” “laboratory-grown” or synthetic, the report says.

The guidelines, however, may be seen as toothless since the FTC’s recommendations are not laws. That perception could tempt low-market jewelry vendors with a distaste for the guidelines to intentionally ignore them and hope they don’t get caught.

The FTC is seeking public comment on their new recommendations from now until April 4, so if you have two cents to share, this is your chance.

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