In the US, you may call a lab-grown diamond a diamond in an ad, as long as a clear qualifier that it is not mined sits right with the word. The FTC's Jewelry Guides define a diamond by what it is (pure carbon crystallized in the isometric system), not by where it came from, and they allow "laboratory-grown", "laboratory-created" or "[manufacturer name]-created" as qualifiers. "Cultured" is allowed only together with one of those clear disclosures. What you may not do is use the unqualified word, bury the qualifier behind a link, or call the stone "real", "genuine" or "natural". Every one of those rules applies to video the same way it applies to a product page: to the script, the voiceover, the caption and the on-screen text. This guide goes through the sections that matter, what the FTC's 2019 warning letters added, and how to apply them when a clip is made with AI.
This is general information about US federal guidance, not legal advice. State law and other countries' rules can differ.
TL;DR
- The word "diamond" is allowed for a lab-grown stone with essentially the same optical, physical and chemical properties as a mined one, if a qualifier such as "laboratory-grown" or "laboratory-created" comes with it (16 CFR 23.12(c)(3), 23.25).
- The qualifier comes first and is clear. For stone names used on lab-grown, synthetic, imitation or simulated stones, the Guides ask for a qualifier immediately before the name "so as to disclose clearly the nature of the product and the fact it is not a mined gemstone". "Faux" on its own is not enough.
- "Cultured" needs a partner. It may describe a lab-created diamond only with a clear and conspicuous disclosure that the stone is not mined.
- "Real", "genuine", "natural" may not be used for an artificially produced product (16 CFR 23.27).
- Pictures count. A depiction that shows a gemstone larger than its actual size may mislead unless the true size is disclosed (16 CFR 23.1, note 3). Every macro shot does that.
- Be consistent. The FTC's 2019 letters flagged an Instagram ad that called some stones "cultured" and others "lab grown", and warned against disclosures hidden "behind vague hyperlinks".
The four sections that decide your wording
23.12: what a diamond is, and when "cultured" is allowed
The Guides define a diamond as "a mineral consisting essentially of pure carbon crystallized in the isometric system." Until 2018 the definition included the word "natural"; in the July 2018 revisions the FTC "eliminated the word "natural" from the definition of diamond in Section 23.12(a)", which is why a lab-grown stone with the same properties can be called a diamond at all.
Paragraph (c)(3) is the one lab-grown sellers quote. It says that using "cultured" for laboratory-created diamonds with essentially the same properties as mined diamonds is not unfair or deceptive "if the term is qualified by a clear and conspicuous disclosure", and gives the qualifying words: "laboratory-created," "laboratory-grown," "[manufacturer name]-created," or a phrase of like meaning "conveying that the product is not a mined stone."
23.25: the qualifier comes first
Section 23.25 covers stone names used on stones that are not mined. In short: a name like "diamond", "ruby" or "emerald", or words like "gem" or "birthstone", used for a laboratory-grown, synthetic, imitation or simulated stone must be immediately preceded by a qualifier, "so as to disclose clearly the nature of the product and the fact it is not a mined gemstone." A note adds that "faux" alone does not disclose that a stone is not mined. Paragraph (c) adds that "synthetic" or "laboratory-grown" may be paired with a natural stone's name only if the product has "essentially the same optical, physical, and chemical properties" as that stone. A moissanite or cubic zirconia is a simulant, not a lab-grown diamond, and must be described as what it is.
23.27: no "real", "genuine" or "natural"
Section 23.27 says it is unfair or deceptive to use "real," "genuine," "natural," "precious," "semi-precious," or similar terms to describe a product that is manufactured or produced artificially. For a lab-grown brand, the trap is copy like "a real diamond, grown in a lab". The stone may be physically a diamond, and the copy still uses a word the Guides rule out.
23.1 and 23.24: size, treatment and everything else
Section 23.1 is the general rule: misrepresenting the type, grade, size, weight, cut, colour, treatment, origin or any other material aspect is unfair or deceptive. Its note 3 says a depiction of a diamond or other gemstone "that portrays it in greater than its actual size may mislead consumers, unless a disclosure is made about the item's true size." Section 23.24 covers treatments: among other cases, when a treatment is not permanent, "the seller should disclose that the gemstone has been treated." If a stone you sell has been treated, the same disclosure belongs in the video and its caption.
What the 2019 warning letters added
On 2019-04-02 the FTC announced that its staff "sent eight letters to jewelry marketers" selling simulated or lab-created diamonds, and other stones and pearls. The letters said companies should not use the name of a precious stone, including diamonds, for a simulated or lab-created stone without a clear disclosure that it is not mined. The FTC's business blog post on the same day pointed at two habits that matter for social video:
- Inconsistent words. One Instagram ad described some stones as "cultured" and others as "lab grown", and staff were concerned that "the inconsistent descriptors could create a false impression."
- Hidden disclosures. "Some advertisers reveal the true nature of their products behind vague hyperlinks." A link in bio or a "learn more" button is not a qualifier next to the word.
Pick one qualifier ("lab-grown" is the most widely understood) and use it in every script, caption, hashtag set and product page.
Applying the rules to a video, line by line
A clip has more places to say "diamond" than a product page. Go through each one:
| Where the word appears | What to do |
|---|---|
| Script lines and voiceover | Say "lab-grown diamond" every time the stone is named, not only the first time. A voiceover is not seen by people watching on mute, so repeat it on screen |
| On-screen text | Put the qualifier in the same line and the same size as "diamond", not in a smaller line below |
| Caption and hashtags | Start the caption with the qualified name. A hashtag like #diamondring alone, under a lab-grown piece, is an unqualified use |
| Close-ups | Add the carat weight or millimetre size on screen during macro shots |
| Comparison to mined stones | Compare only what is true and checkable (the stone's properties, your own price). Do not imply the mined stone is fake or the lab-grown one "natural" |
| Etsy and other listings with no sound | Etsy removes audio from listing videos, so the qualifier must be on screen |
When the video is made with AI
An AI-made clip adds one more risk: the model draws the stone, and a generated stone can be bigger, brighter, more fiery or a different shape than yours. The Guides do not care how a picture was made; they care what it shows. Three habits keep an AI clip honest:
- Start from photos of the actual piece. On 8frame, the clip maker's Jewelry preset ("Macro shots, slow turns, one key light") asks for three Piece photos, one Surface, one Style and an optional Person, and opens at 3 scenes, 10 seconds, 9:16. The three Piece photos are what the model keeps.
- Edit the drafted script before rendering. The clip maker writes a script from your idea, line by line. If a line says "diamond" without the qualifier, or "natural brilliance", fix it there. The script feeds the render.
- Review the stone, not just the vibe. Compare the shape, the number of stones, the setting and the apparent size with the real piece. If a take adds a halo or makes a 1 carat stone read as a 2 carat one, re-shoot it.
AI labels are a separate question from the Jewelry Guides: TikTok's ads policy, for example, asks for its AIGC label or your own clear disclaimer on significantly AI-edited content. See do you have to disclose AI-generated ads.
Prompts that keep the claim honest
These prompts describe the piece neutrally and leave the wording to your on-screen text.
Prompt:
The ring from the reference photos rests on pale grey linen, one soft key light moves slowly across the stone, slow 180 degree turn at the same height, the stone keeps its exact size, shape and setting from the photos, no extra stones added
Prompt:
Close shot of the pendant from the reference photos hanging still against a dark background, a gentle light sweep across the stone, hold for three seconds, no sparkle effects beyond the light in the scene
Prompt:
A hand turns the earrings from the reference photos in soft window light to show the side profile of the setting, plain background, the stones stay the same size and colour as in the photos
Put "lab-grown" and the carat weight on screen in the Video Editor, as a text layer you control, not inside the generated frame.
Which model for a single shot
If you need one shot rather than a sequence, use a single model node on the board with your photo as the start image. Fixed prices per clip, in credits:
| Model on the board | Credits | Good for | The catch |
|---|---|---|---|
| Kling 2.5 Turbo Pro | 48 for 5 s | A controlled turn between two of your photos | No sound |
| Kling v3 Standard | 86 for 5 s with sound, 57 silent | A slow light sweep over one photo | Needs a start image; 720p |
| Seedance 2.5 | 157 for 5 s at 720p | One shot on the model family the clip maker calls | Tops out at 720p |
| Nano Banana 2 (image) | 11 per image at 1K | A hero still of the piece on your surface | Check the stone's size and shape as strictly as in a clip |
For the full production route, see how to make a jewelry video with AI.
Rather have the clips made for you?
If you sell lab-grown jewelry and want the clips without learning a new tool, the 8frame team can make them for you: 10 clips in 5 business days for $490, with one round of changes, made in the same Jewelry preset this guide describes. Send your photos and a short brief, including the exact qualifier you use, on the done-for-you jewelry clips page. To make them yourself instead, open the Jewelry preset in the clip maker.
FAQ
Can I call a lab-grown diamond a "diamond" in an ad?
Yes, with a qualifier. The FTC's Jewelry Guides define a diamond by its composition and crystal structure, and allow "laboratory-grown", "laboratory-created" or "[manufacturer name]-created" to disclose that it is not mined. The qualifier should come immediately before the word and be clear; the unqualified word alone is the problem.
Is "cultured diamond" allowed?
Only with a clear and conspicuous disclosure that the stone is not mined, such as "laboratory-grown". "Cultured" alone is not enough under 16 CFR 23.12(c)(3), and mixing "cultured" and "lab grown" across ads is the inconsistency the FTC's 2019 letters flagged.
Can I say my lab-grown diamond is "real"?
Section 23.27 of the Guides lists "real", "genuine" and "natural" among the words it is unfair or deceptive to use for artificially produced products. Describe the properties instead: "lab-grown diamond, the same carbon crystal as a mined diamond" is a factual line; "a real diamond" is the risky one.
Does a link to a disclosure page count?
The FTC's 2019 business blog post criticised advertisers who "reveal the true nature of their products behind vague hyperlinks". Put the qualifier next to the word, in the video and the caption.
Do these rules apply to AI-generated jewelry video?
The Guides judge what an ad shows and says, not how it was made. A generated clip that makes the stone look larger, or a script that drops the qualifier, raises the same issues as a photo or a printed ad would.
Sources
- FTC Jewelry Guides: 16 CFR 23.1 (deception; note 3 on depicting a gemstone larger than its actual size), 16 CFR 23.12 (definition of diamond; "cultured" with "laboratory-created", "laboratory-grown", "[manufacturer name]-created"), 16 CFR 23.24 (treatment disclosure), 16 CFR 23.25 (qualifiers for laboratory-grown, synthetic, imitation and simulated stones; "faux"), 16 CFR 23.27 ("real", "genuine", "natural"), all checked 2026-11-04
- FTC press release, FTC Sends Warning Letters to Companies Regarding Diamond Ad Disclosures (2019-04-02, eight letters to jewelry marketers), checked 2026-11-04
- FTC Business Blog, Warning letters re-"mined" diamond sellers to describe products accurately (2019-04-02; "cultured" vs "lab grown" on Instagram; "vague hyperlinks"), checked 2026-11-04
- FTC Business Blog, Diamonds and pearls: Revisions to the FTC's Jewelry Guides (2018-07-24; "natural" removed from the definition of diamond), checked 2026-11-04
- TikTok ads policy, misleading and false content (AIGC label or own disclaimer): ads.tiktok.com, checked 2026-11-04
- Etsy Help, How to Add a Listing Video (audio removed), checked 2026-11-04
- 8frame prices, presets, defaults and limits: the 8frame app, checked 2026-11-04
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