Dale Vince, the creator of British lab-grown company Skydiamond, says he intends to appeal after advertising watchdogs requested he use terms like “synthetic,” “laboratory-grown,” or “laboratory-created” to describe his product.
He claims to manufacture “the world’s first and only diamond made entirely from the sky” – using the sun, wind, rain, and atmospheric carbon – therefore any form of “lab grown” would be incorrect.
In April, Britain’s Advertising Standards Authority (ASA) decided against Skydiamond in response to a Natural Diamond Council (NDC) complaint.
“We are disappointed with the way the ASA even began this,” Vince stated. “It was clearly a competitor complaint and there is a different process for that.”He stated that Skydiamond will challenge the ASA ruling and was ultimately prepared to seek judicial review, questioning how the ASA employed its powers as a public authority.