22-6-2020
The Jewelers Vigilance Committee (JVC) has released digital resource to guide the industry players in the United States to market and advertise under the July 2018 revisions of Federal Trade Commission (FTC) jewellery guidelines.
“JVC created this book to decipher the complex laws and regulations that govern the manufacture, sale, and advertising of jewellery and help industry players develop their own compliant advertising and marketing practices,” the organisation explained.
Sponsored by The Smithee Group and consulted with JVC’s lawyers, the e-book explains how to advertise both online and in-print that does not fall into the category of deceptive advertising. The free guide could be downloaded online.
In the renewed guides, FTC suggests marketers of man-made gemstones to use words like ‘man-made’, ‘lab-grown’ or ‘foundry’, instead of ‘cultured’ for stones which are not mined to avoid customer confusion. ‘synthetic’ is not suggested as well due to the term may mislead consumers that the stone is fake or artificial.