Brilliant Earth Voluntarily Discontinues “Free Diamond Earrings” and “One Day Only!” Claims Following National Advertising Division Challenge
703.247.9330 / press@bbbnp.org
New York, NY – April 27, 2022 – In a BBB National Programs National Advertising Division (NAD) challenge, Brilliant Earth Group, Inc. voluntarily discontinued claims made in connection with the sale of its diamonds and jewelry. These claims were challenged by competitor Blue Nile.
Brilliant Earth is an online jeweler that sells jewelry made from both natural and lab-grown gemstones. The challenged advertising consisted of a promotional offer for free diamond earrings which ran on the Brilliant Earth website and other digital marketing.
Blue Nile challenged the express claims “Free Diamond Earrings” and “One Day Only!” as well as the implied claims that:
- The ”free” diamond earrings are natural diamonds, not lab-grown.
- The “free” offer is only available for a very limited time.
During the proceeding, Brilliant Earth informed NAD that it had permanently discontinued both the offer at issue and the challenged express and implied claims. Therefore, NAD did not review the claims on their merits.
In its advertiser statement, Brilliant Earth stated that it “agrees to comply with NAD’s decision.” The advertiser further stated that while it “believes that the challenged advertising claims were substantiated, the company informed NAD that it no longer plans to run the challenged claims in any medium, and therefore agreed to voluntarily and permanently discontinue them.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.
Subscribe to the Ad Law Insights or Privacy Initiatives newsletters for an exclusive monthly analysis and insider perspectives on the latest trends and case decisions in advertising law and data privacy.
Latest Decisions
In National Advertising Division Fast-Track SWIFT Challenge Behr Voluntarily Discontinues “No Comparable Product” Claim
New York, NY – January 8, 2025 – In a National Advertising Division Fast-Track SWIFT challenge brought by Benjamin Moore, Behr voluntarily discontinued its “No Comparable Product” claim.
National Advertising Division Finds Charter’s “Unlimited” Claims Supported; Recommends Clear & Conspicuous Speed Limitation Disclosures
New York, NY – January 7, 2025 – The National Advertising Division found that Charter substantiated certain express and implied claims about its Spectrum Mobile “Unlimited” and “Unlimited Plus” wireless data plans but recommended that Charter modify its website advertising to disclose high speed data...
National Advertising Division Recommends Solawave Discontinue Certain Claims for its Advanced Skincare Wand
New York, NY – January 6, 2025 – As part of its routine monitoring process, the National Advertising Division recommended Solawave discontinue certain express and implied claims for its SolaWave Advanced Skincare Wand.
National Advertising Division Recommends Oral Essentials Discontinue "Certified Non-Toxic" Claim for its Lumineux Mouthwash
New York, NY – December 30, 2024 – In a Fast-Track SWIFT challenge brought by GuruNanda, the National Advertising Division recommended that Oral Essentials discontinue its claim that Lumineux mouthwash products are “Certified Non-Toxic.”