FTC Allows ‘Cultured’

In a setback for jewelry associations, the Federal Trade Commission said qualified use of the term cultureddiamonds should be allowed to describe lab-created stones. A petition submitted to the FTC by Jewelers Vigilance Committee and 10 jewelry industry trade associations asked that the commission amend the Guides for the Jewelry, Precious Metals, and Pewter Industries to state that it is deceptive or unfair to use the term cultured to describe laboratory-created gemstones. JVC later hired lobbying firm Patton-Boggs to press its case. After reviewing the petition, the FTC declined to amend the Guides, explaining that when determining whether a term was deceptive, it had to rely on the “net impression of the entire advertisement.” The vote was 4–0. “Even if the surveys demonstrate that the unqualified use of the term cultured to describe laboratory-created gemstones is misle

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