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.
Latest Decisions
Direct Selling Self-Regulatory Council Refers Wayal Health Product Performance Claims to the FTC for Possible Enforcement Action
McLean, VA – June 6, 2023 – The Direct Selling Self-Regulatory Council (DSSRC) referred Wayal Health to the Federal Trade Commission (FTC) for possible enforcement action after it failed to respond to a DSSRC inquiry into aggressive health-related product performance claims made on social media by the company and...
National Advertising Review Board Recommends Modifications to T-Mobile Home Internet “Fast,” “High-Speed,” and “Reliable” Claims
New York, NY – May 25, 2023 – A panel of the National Advertising Review Board (NARB) found that T-Mobile‘s express claims for T-Mobile Home Internet (T-HINT) are supported, but recommended certain modifications to the claims so consumers understand the context in which they will receive internet service and the...
National Advertising Division Recommends Clearer Disclosure of Affiliate Advertising Relationships for Renue by Science Dietary Supplements
New York, NY – May 25, 2023 – The National Advertising Division (NAD) recommended Renue by Science modify disclosures of affiliate relationships and modify or discontinue challenged YouTube videos to disclose the advertiser’s relationship to the speaker.
National Advertising Division Finds HelloFresh “Flexible Plans” Claim Supported; Recommends Clear and Conspicuous Disclosure of “16 Free Meals” Material Terms
New York, NY – May 24, 2023 – The National Advertising Division (NAD) determined that HelloFresh supported the claim “Flexible Plans, Less Hassle: Add extra meals to any week’s order, change your delivery day or menu preferences, skip a week or cancel anytime” for its...