JVC Releases Guide to FTC Rules

RAPAPORT... The Jewelers Vigilance Committee (JVC) has published a book containing advice on how to interpret the US Federal Trade Commission (FTC) jewelry guidelines.Understanding the FTC Guidelines deciphers the complex rules governing the manufacture, sale, and advertising of jewelry, explaining clearly how to word online and print promotions, the JVC said Wednesday. The book is the result of a collaboration between the JVC and sponsor The Smithee Group, a retail consultancy, and is available for free download."Most of the rules for how to advertise jewelry changed recently," said Tiffany Stevens, CEO and general counsel of the JVC. "The lawyers at the JVC read all the fine print so you don't have to."The FTC updated its jewelry guides in July 2018, notably removing the word "natural" from its definition of "diamond."Image: Diamond jewelry. (Pxfuel)