With diamond jewelry the FTC reviewed 90 retailer sites. Sixty-two percent advertised diamond jewelry with weight representations, and 58% of those sites appeared to be advertising the weight correctly. Of the 89 auction site sellers, 34 advertised diamond jewelry and 68% of those sellers appeared to be advertising diamond weights correctly.
Regarding gemstone treatment disclosure, most of the sites the FTC reviewed did not have appropriate disclosures. Of 64 retailer sites selling gemstone jewelry on-line, only 5% correctly disclosed treatments to consumers prior to sale; of 58 auction site sellers selling gemstone jewelry, only 37% correctly disclosed treatments to consumers prior to sale.
FTC staff is sending e-mails to all the sites that contained potentially deceptive claims for pearl, diamond or gemstone products, reminding them of the Jewelry Guide requirements. See the FTC's Web site at www.ftc.gov or call the FTC's Consumer Response Center, Washington, DC, (202) 382-4357.
- by Michael Thompson