With fewer than four weeks to go to the opening of the 2014 CIBJO Congress in Moscow on May 19, 2014, the fifth of the CIBJO commissions’ Special Reports has been released. Prepared by the CIBJO Ethics Commission, headed by Cecilia Gardner, the report looks specifically at ethical advertising principles and standards for the gemstone and jewelry sectors.
“We cannot hope to succeed in business unless consumers have trust in our products and the public claims we make about them,” Ms. Gardner writes in her report. “As we typically have done, we must hold ourselves to a higher standard, and by so doing avoid government enforcement or competitor law suits that can arise from deceptive advertising practices.”
Earlier this year, the CIBJO Ethics Commission published a guide called the “Basic Principles of Jewellery Advertising,” explaining the generally applicable standards for fair and honest advertising in all forms of media, including the Internet and social networks. The principles outlined are the same as those which are often enforced by consumer protection laws, or by court cases that set precedent on the subject. The goal of the guide is to instruct how clear, honest and substantiated claims should be made about jewellery products. It can be downloaded from the CIBJO website at www.cibjo.org.
To elaborate upon the guides, the Ethics Commission will host a workshop during the upcoming CIBJO Congress in Moscow. It will be moderated by Suzan Flamm, Senior Counsel at the Jewelers Vigilance Committee in the United States.