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Industry associations urge FTC to address term 'cultured'

December 12, 2006

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New York—The Jewelers Vigilance Committee (JVC) and 10 other jewelry industry associations have filed a petition with the Federal Trade Commission (FTC) to address the term "cultured" in regards to lab-grown industry products.

The petition asks the FTC to amend the FTC Guidelines for the Jewelry, Precious Metals and Pewter Industries by adding the term "cultured" to the list of terms that are unfair or deceptive to use in conjunction with manufactured jewelry products.

"Given the widespread confusion and misconception found among consumers when asked about the meaning of 'cultured' when applied to products other than pearl, we felt it was important to ask the FTC to amend the guides," Cecilia L. Gardner, JVC's president, CEO and general counsel, said in a statement.

The associations are urging the FTC to pass the proposed amendment for the following reasons: To protect consumers from deceptive or unfair business practices that can occur when the term "cultured" is used in conjunction with jewelry industry products other than pearls; to protect consumers from associating the phrase "cultured diamond" with a natural product or gemstone grown naturally with human intervention; to justify continued consumer confidence in the jewelry industry.

In addition to the JVC, the 10 other associations supporting the amendment are: the American Gem Society, the American Gem Trade Association, CIBJO (The World Jewellery Confederation), the Cultured Pearl Association, the Diamond Council of America, the Diamond Manufacturers and Importers Association of America, the International Diamond Manufacturers Association, Jewelers of America, Manufacturing Jewelers and Suppliers of America and the World Federation of Diamond Bourses.

The staff of the Consumer Enforcement Division of the FTC will consider the contents of the petition, along with consumer survey data indicating widespread confusion in consumers' understanding of the term "cultured" when applied to products other than pearl, before determining if there is sufficient grounds to issue a Federal Register notice.
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