Lab Grown Diamonds Advertising Guidelines
Protect consumers from false claims and comply with Canadian law by following our guidelines for advertising lab grown diamonds.
In response to the increase of lab grown diamonds being marketed to Canadian consumers the CJA has designed the CJA Guidelines to Advertising Lab Grown Diamonds (LGD) to assist industry trade members (retail, wholesale and manufacturers) in presenting LGD in compliance with Canadian law so consumers are not misled by unsubstantiated or false claims. Failing to meet the requirements of the Competition Act regarding marketing practices could mean breaching the law.
In developing these Guidelines, the CJA took into account the Canadian law concerning advertising and marketing to consumers, the Competition Act, as well as the Competition Bureau’s Environmental claims: A guide for industry and advertisers and the recognized industry standard– Canadian Gemstone Guidelines. In addition, the CJA guidelines were developed in light of the US Federal Trade Commission’s Jewelry Guides and other international guidelines.
Know the diamond difference
Diamond: A naturally occurring crystalline carbon mineral in the isometric (cubic) crystal system with a hardness of 10 on Mohs’s scale, specific gravity of approximately 3.52 and a refractive index of approximately 2.42 and can be found in many colours. When the word “diamond” is used alone it must be a natural diamond.
Lab-grown diamond (LGD) (also known as lab created diamond): A substance that has been produced completely or partially through human intervention. Its physical, chemical and optical properties correspond to its naturally occurring counterpart. LGD must state that it is a lab-grown, lab created diamond or synthetic. The word synthetic, laboratory grown, or lab created must be placed immediately preceding the word diamond and neither word(s) shall be given greater prominence or emphasis than the other(s), nor may they be separated.
