“Diamonds Are a Girl’s Best Friend” — But Are They Real?

We previously reported on the Federal Trade Commission’s (FTC’s or the Commission’s) efforts, commenced in 2012, to buff up its Guides for the Jewelry, Precious Metals, and Pewter Industries, 16 C.F.R. Part 23, (Jewelry Guides).  By unanimous approval, the Commission has finally adopted amendments to the Jewelry Guides that reflect public comments. Through its Jewelry Guides, the Commission assists marketers, retailers, and other members of the jewelry industry in avoiding making claims considered “unfair” or “deceptive” under Section 5 of the FTC Act, 15 U.S.C.§ 45.  Although they are not legal obligations, the Jewelry Guides provide those “in the business” with very useful guidance as they shape their marketing and advertising strategies.  The Jewelry Guides apply to a sparkling array of products, including gemstones, precious metals such as gold, silver and pewter, and pearls (natural, cultured, and…

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