When Is a Diamond Not a Diamond? What the Latest ASA Rulings Mean for Creators and Brands

A question with major consequences for advertisers...

When is a diamond not a diamond? It sounds like a riddle, but this week it became a serious regulatory question. Two ASA rulings have put the spotlight on how laboratory-grown diamonds are marketed and, more importantly, on what consumers are told before they buy.

Following complaints about their adverts, Novita Diamonds Ltd and Linjer were both investigated for presenting synthetic diamonds as if they were natural. The ASA concluded that the ads were misleading because they implied the diamonds were genuine rather than laboratory grown. The rulings raise a wider question too: if something this fundamental can be left unclear, what else might regulators now expect brands to make explicit?

The Rulings: What Actually Happened?

Ruling 1: Novita Diamonds Ltd

The ASA found that Novita’s paid ads on Google and Meta left out one very important detail: the diamonds being promoted were laboratory grown rather than natural. This wasn’t treated as a small oversight. The ASA made it clear that this distinction counts as material information - the kind of thing that can genuinely influence a consumer’s decision and therefore needs to be stated upfront. By failing to disclose this, Novita breached the CAP Code’s rules on misleading advertising and omission of material information, which require marketers to present essential facts clearly, so consumers aren’t misled by what’s left unsaid.

Ruling 2: Linjer

Linjer ran into similar trouble when their paid media used wording that blurred the line between natural and synthetic diamonds for UK audiences. The ASA used this ruling to underline a point many brands still underestimate. Their rules apply based on your audience and where they are located, not where the company is. Also, Linjer’s terminology breached the CAP Code’s requirements for clarity and truthful presentation, because the language used could mislead consumers about the nature and origin of the product being advertised.

So, although Linjer aren’t based in the UK themselves, and therefore aren’t posting from within the UK, their audience is - and that’s what really matters. Under the CAP Code, responsibility follows the viewer, not the brand’s postcode.

If your ads are targeted at UK consumers, then UK advertising rules apply in full, regardless of where your business is physically located. This is exactly where Linjer slipped out of compliance: by using terminology that could mislead a UK audience about the nature of their diamonds, they triggered the same obligations as any UK‑based advertiser.

It’s a reminder that in digital advertising, borders don’t protect you from regulation - your audience determines your rulebook.

The CAP Code Rules at Play

When you look closely at these rulings, a clear pattern emerges: the ASA isn’t being picky - it’s enforcing long‑standing CAP Code principles designed to protect consumers from being misled. And in both cases, the rules in question are surprisingly straightforward once you know what to look for.

First up is Rule 3.1 on Misleading Advertising.

This rule requires advertisers to avoid misleading consumers by leaving out material information - the kind of detail that could realistically change someone’s decision, like the fact that the diamonds being advertised are not real diamonds. In the world of jewellery, the difference between a natural diamond and a laboratory‑grown one is absolutely material. It affects price, value, perception, and even emotional significance. When Novita and Linjer failed to make that distinction clear, they stepped directly into Rule 3.1 territory.

Then there’s what many in the industry now refer to as the “Diamond Rule.”

The ASA has repeatedly ruled that using the word diamond on its own to describe a laboratory‑grown product simply isn’t acceptable. It creates an immediate risk of consumer misunderstanding. To stay compliant, the term must always be paired with a clear qualifier such as synthetic, laboratory‑grown, or laboratory‑created. No ambiguity, no poetic phrasing, no hoping the audience will “just know.”

And the ASA has been very clear about what doesn’t work.

Phrases like “carbon neutral diamond” may sound modern and appealing, but those phrases don’t actually tell the consumer that the product is laboratory‑grown - and that particular omission has already been ruled misleading. The same goes for more creative origin stories like “diamonds made entirely from the sky” or brand‑led terms such as “Skydiamond.” While imaginative, they introduce ambiguity rather than clarity, and ambiguity is exactly what the CAP Code is designed to prevent.

Finally, there’s the consistency requirement - a rule that catches more brands out than you might expect.

It’s not enough to include a qualifier once and hope for the best. The CAP Code expects clarity to be consistent and prominent throughout the entire customer journey. That means from the first ad impression to the homepage, through product pages, and all the way to checkout. If the qualifier disappears at any point, the risk of misleading the consumer reappears with it.

Together, these rules paint a very simple picture: honesty isn’t just a moral choice, it’s a structural requirement. And when brands get it right, they don’t just avoid rulings - they build trust, which builds relationships, which builds loyalty.

What Creators Can Learn From This

Both rulings offer a gentle but important reminder for creators and brands alike: transparency isn’t just a legal requirement, it’s a trust‑building tool. When you’re clear about what you’re promoting - whether that’s the nature of a product, the origin of a material, or the fact that something is an ad - you give your audience the information they need to make informed choices. And that honesty pays off.

They also highlight how easy it is to slip into non‑compliance without meaning to. A single missing word, a slightly ambiguous phrase, or an assumption about who your audience is can be enough to put you on the wrong side of the CAP Code. The digital world doesn’t care where you’re posting from; it cares who you’re posting to. If UK consumers are in your audience, UK rules apply - simple as that.

For creators, this is empowering rather than intimidating. Once you understand the basics of disclosure and clarity, you’re already ahead of most. And when you get it right, your content becomes stronger, your audience feels respected, and your brand reputation grows.

The diamond rulings aren’t just about diamonds. They’re a signal - a sign that regulators are tightening expectations around clarity, transparency, and material information across all sectors. If you create or advertise anything to UK consumers, this affects you

Why This Matters Beyond the Jewellery Industry

If you thought the rules around “material information” only mattered for diamonds, think again. The real story is far more interesting. The same principle applies to anything a consumer might care about - where it came from, what it’s made of, how it was produced. Whether you’re selling jewellery, oat milk, or a cotton T‑shirt, the expectation is identical: tell people what they’re actually buying.

And here’s where things get even more compelling.

The ASA isn’t just waiting around for complaints anymore. They’ve rolled out AI‑assisted Active Ad Monitoring - a system that quietly scans the advertising landscape, spotting issues before a single consumer lifts a finger. It’s proactive, it’s automated, and it’s always on. Suddenly, transparency isn’t just a nice-to-have; it’s a survival strategy.

Layer on top the Digital Markets, Competition and Consumers Act 2024, and the stakes rise again. Under the DMCC, leaving out key information isn’t just a slap-on-the-wrist moment. It can be treated as an unfair commercial practice, giving the CMA the power to step in directly - and issue fines that can make even established brands wince.

Put all this together and you get a fascinating, slightly unnerving picture: a world where ads are monitored by AI, regulators have sharper teeth than ever, and omissions can cost you dearly.

It’s a perfect storm of surveillance, accountability, and consequence - and it’s reshaping how brands communicate, whether they realise it or not.

What This Means for Influencers — The Double Disclosure Risk

These rulings don’t just apply to brands; they carry real weight for influencers too. When a creator promotes laboratory‑grown diamonds - or any high‑value product - they carry a dual responsibility. They must clearly disclose the commercial relationship, and they must accurately describe the product itself. If either of those elements is missing, the content becomes vulnerable. If both are missing, the influencer is doubly exposed.

This is where Rule 2.1 of the CAP Code comes into sharp focus. It requires that all marketing communications are “obviously identifiable” as ads. Not subtly identifiable. Not identifiable if you read the caption carefully. Not identifiable after clicking “…more”. Obvious. And we really do mean immediately obvious. Not after a second glance. Not once someone opens the caption. Not hidden behind a fold or blended into a background. Disclosure must be upfront, unambiguous, and impossible to miss - the kind of clarity that stands out even in fast‑scrolling environments where people make split‑second judgments.

If a viewer can swipe past your content in under a second, your disclosure still needs to land. That means it must be visible, readable, and clear at a glance, regardless of format, placement, or platform quirks.

Remember, the goal isn’t to tick a box; it’s to ensure that anyone seeing your content instantly understands two things:1, that it’s an ad, and 2, what exactly is being sold. When those are clear, yes, you protect your audience, but you also protect your reputation, your brand, your future brand deals and your compliance - all in one go.

The ASA has shown, time and time again, that it takes this seriously. In the past five years alone, it has issued around 50 rulings specifically on influencer disclosure. That’s not a coincidence. It’s a clear signal that this area remains a regulatory priority, and that

Creators are expected to understand the rules and to know what they can, can’t, must, and must not do. Compliance isn’t an optional extra or something to think about only when a brand deal lands; it’s part of the craft of creating responsible, trustworthy content. It’s also UK law, which means that you, as a Creator, have a legal responsibility to ensure your content doesn’t fall foul of advertising regulations. This isn’t just best practice - it’s a statutory requirement, and one that applies every time you post commercial content to a UK audience.

Checking your posts for compliance should feel as natural as checking for typos - a quick step, a habit, even, that protects both you and your audience. When it becomes part of your routine, you’re not just avoiding problems; You’re building a reputation for professionalism and transparency that genuinely sets you apart. It gives you an edge - a real competitive advantage.

When you treat compliance as part of your craft, it becomes a tool that works for you in countless ways, strengthening your credibility, protecting your content, and keeping you firmly on the right side of the law.

Common pitfalls to avoid

Common pitfalls creators still make:

• Hiding #ad in the middle of a caption

• Using brand‑led terms instead of clear qualifiers

• Assuming “everyone knows” a product is synthetic

• Relying on platform tools like “Paid Partnership” alone

When you proactively ensure your content is compliant, you’re building a reputation for professionalism and transparency that puts you miles ahead of the creators who cut corners.

For brands, these rulings are a reminder that compliance isn’t just a legal checkbox - it’s a reputational safeguard. A single unclear phrase in a paid ad can trigger an ASA investigation, damage consumer trust, and undermine your entire campaign. Clarity protects your brand as much as it protects your audience.

The key takeaway for influencers and brands is simple: disclosure must be explicit, upfront, and impossible to miss. If a viewer has to pause, zoom, or interpret, it’s already too late. Transparency isn’t just a compliance requirement - it’s a trust signal, and audiences are increasingly savvy about spotting when something feels “off.”

But the good news is that getting this right doesn’t have to be complicated. And this is exactly where expert guidance becomes invaluable — because the rules aren’t just evolving, they’re accelerating.

This is exactly where AdKnow steps in.

As specialists in influencer and creator compliance, AdKnow helps you navigate disclosure rules with clarity and confidence. Whether you’re a creator wanting to protect your reputation or a brand aiming to safeguard your campaigns, AdKnow gives you the tools, training, and guidance to stay compliant without sacrificing creativity.

If you’d like help making sure your disclosures meet this standard every time, AdKnow is here to guide you with practical, creator‑friendly advice that keeps you compliant without compromising your creativity.

The AdKnow Solution: Don’t Guess — Get It Right

If there’s one thing these rulings make clear, it’s that guessing your way through compliance is a risky game. The rules aren’t designed to trip you up, but they will catch you out if you don’t understand them - and that’s where AdKnow steps in.

At AdKnow Limited, we help brands and creators navigate exactly these kinds of regulatory grey areas long before they turn into public rulings, complaints, or reputational damage. Think of us as your compliance co‑pilot: the team that keeps you informed, protected, and confidently ahead of the curve.

We offer a suite of services designed to make compliance feel simple, practical, and completely manageable:

• CAP Code Compliance Audits that review your advertising copy, creator campaigns, and paid media to ensure everything meets the standards before it goes live.

• Influencer Disclosure Training that demystifies #ad labels, teaches you how to make material information clear and prominent, and gives you the confidence to disclose properly every single time.

• Reactive Support if a complaint has already been lodged, helping you understand what happened, how to respond, and how to prevent repeat issues.

• Training Guides & Compliance Resources ranging from essential entry‑level guides to platform‑specific walkthroughs, A3 poster‑style content‑checklists, and full in‑depth modules for regulated product categories such as age‑restricted items, alcohol, gambling, health, and more. These resources give creators and brands the tools to stay compliant day‑to‑day, not just when something goes wrong.

  
  

In a landscape where the rules evolve, the platforms shift, and the ASA is watching more closely than ever, having an expert in your corner isn’t just helpful - it’s essential.

AdKnow is that expert.

We give you clarity where others give you guesswork, confidence where others feel overwhelmed, and practical guidance that keeps your content compliant and creatively strong.

If you’re ready to stop worrying about the rules and start mastering them, AdKnow is here to lead the way.

Ready to Get Ahead of the Rules?

If there’s one thing this landscape teaches us, it’s that waiting for an ASA ruling is never the strategy. The creators and brands who thrive are the ones who stay ahead - the ones who choose clarity over guesswork and confidence over crossed fingers.

Don’t wait for an ASA ruling to force your hand. Get ahead of the regulations with our expert‑written compliance guides.

They’re practical, creator‑friendly, and designed to slot straight into your workflow.

Shop the AdKnow Compliance Guides

And if you need something more tailored - a deeper dive into your current practices, a review of your campaigns, or bespoke advice for a high‑risk category - we’re here for that too.

Prefer personalised support? Book a consultation with our team and let us audit your advertising practices with you.

Because when it comes to compliance, the only thing that should be invisible is the risk - not the rules.

Compliance isn’t about perfection — it’s about intention, clarity, and consistency. With the right guidance, it becomes second nature.