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National Advertising Division Recommends Natural Diamond Council Discontinue Certain Advertising Claims on Benefits of Mined Versus Man-made Diamonds.

NEW YORK, April 22, 2021 /PRNewswire/ -- The National Advertising Division (NAD) of BBB National Programs recommended that the Natural Diamond Council discontinue certain advertising claims comparing mined diamonds with man-made diamonds, including the carbon emissions associated with diamond mining compared with diamond manufacturing, the scarcity of mined diamonds, the resale value of mined diamonds versus man-made diamonds, as well as claims that described mined diamonds as "real", in contrast to man-made diamonds.

The claims at issue, which appeared on the Natural Diamond Council's website and in marketing assets that the advertiser makes available to retailers, were challenged by Diamond Foundry, Inc., a manufacturer of laboratory-grown diamonds (LGDs).

The mined diamonds recovered and sold by Natural Diamond Council members are found in some of the most remote places on the planet and require significant investment and technical expertise to locate and recover. In recent years, man-made diamonds have entered the marketplace to compete with mined diamonds. Manufacturers of man-made diamonds such as Diamond Foundry rely on technological innovations which allow diamonds to be created in a laboratory, rather than extracted from the earth.

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