Skydiamond’s ads omitting that diamonds were synthetic found to be misleading

ASA Ruling on The Sky Mining Company Ltd t/a Sky Mining

The ASA has ruled that a press ad, Instagram ad, and website by Skydiamond were misleading by not making it clear that their diamonds were synthetic. The ads used terms like “diamonds,” “diamonds made entirely from the sky,” and “Skydiamond” without a clear and prominent qualifier such as “synthetic” or “laboratory-grown.” The descriptors “real diamonds” were also deemed inappropriate for synthetic diamonds. The ad breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising), and 3.9 (Qualification). Skydiamond must ensure future ads prominently disclose their diamonds’ synthetic nature to avoid misleading consumers.