Dale Vince,founder of British lab grown company Skydiamond says he plans to appeal, after advertising watchdogs insisted he must use terms such as such as "synthetic", "laboratory-grown" or "laboratory-created" to describe his products.
He says he produces "the world's first and only diamond made entirely from the sky" - using the sun, the wind, rain and atmospheric carbon - and any variant of "lab grown" would therefore be inaccurate.
Britain's Advertising Standards Authority (ASA) ruled against Skydiamond in April, following a complaint from the Natural Diamond Council (NDC).
"We are disappointed with the way the ASA even began this," Vince said. "It was clearly a competitor complaint and there is a different process for that."He said Skydiamond would be appealing the ASA decision and was ultimately prepared to seek judicial review - challenging the way the ASA had exercised its powers as a public body.
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