ENVIRONMENTAL & ETHICAL CLAIMS POLICY
1. Purpose
De Vere Diamonds Limited (Trading as De Vere Diamonds) is committed to ensuring that all environmental and ethical claims made in our marketing, communications, and product descriptions are truthful, accurate, substantiated, and compliant with applicable law.
We follow the CMA Green Claims Code, ASA CAP Code, and global advertising standards to ensure our customers can trust the claims we make.
CMA Green Claims Code: Check your Green Claims – Green claims code
ASA CAP Code: Non-broadcast Code – ASA | CAP
2. Scope
This policy applies to:
All marketing campaigns, adverts, and social media posts.
Website product descriptions and imagery.
Customer communications (emails, brochures, press releases).
ESG statements and investor communications.
Supplier claims referenced by De Vere Diamonds Limited (Trading as De Vere Diamonds).
3. Core Principles
Our claims must always be:
Truthful – no exaggeration, no misleading wording.
Clear – using plain language, avoiding jargon.
Evidence-based – supported by verifiable data, certifications, or documentation.
Up-to-date – reviewed regularly and corrected if outdated.
Balanced – presenting limitations where appropriate (e.g., carbon offsetting does not equal “carbon-neutral” unless fully evidenced).
4. Environmental Claims
4.1 We only describe products or practices as “sustainable”, “eco-friendly”, or “green” where we have independent verification.
4.2 Examples of acceptable claims:
“Our diamonds are fully traceable from mine to customer, supported by supply-chain documentation.”
“We partner with Tree Nation to offset part of our carbon footprint, planting trees equivalent to our anticipated CO₂ emissions.”
4.3 Unacceptable claims:“Our jewellery is 100% sustainable” (unless certified by an independent recognised body).
“Carbon neutral” without lifecycle analysis and verified offsets.
5. Ethical Claims
5.1 We only use “conflict-free” or “responsibly sourced” when supported by documented proof.
5.2 Supplier claims must be backed by third-party audits, membership in recognised schemes (e.g., Responsible Jewellery Council, Fairmined), or direct evidence.
5.3 We disclose the difference between natural diamonds and laboratory-grown diamonds, ensuring customers are not misled.
5.4 We never use comparative ethical claims (e.g., “better than others”) without evidence.
6. Substantiation and Record-Keeping
6.1 All claims must be substantiated with written evidence (certificates, audit reports, emissions data, independent studies).
6.2 Evidence must be retained for at least 6 years to cover legal and regulatory review.
6.3 Marketing and compliance teams must sign off claims before publication.
7. Social and Community Impact Claims
7.1 Any claims about supporting mining communities must be backed by verifiable contributions (e.g., percentage of proceeds, community development programmes).
7.2 Images of communities or miners used in marketing must be factually representative and with consent.
8. Packaging and Operations Claims
8.1 Where we claim packaging is recyclable, biodegradable, or compostable, we must hold supplier certificates confirming compliance with UK and EU environmental standards.
8.2 We do not use terms such as “plastic-free” unless verified.
9. Corrective Action
9.1 If a claim is challenged by regulators, media, or customers, we will:
Review the evidence immediately.
Correct or withdraw the claim if unsupported.
Issue clarifications or apologies where necessary.
9.2 The Compliance Officer must record and report all corrective actions to the Board.
10. Training and Oversight
10.1 All marketing, PR, and sales staff are trained annually on the CMA Green Claims Code and advertising rules.
10.2 The Compliance Officer must sign off on all sustainability and ethical claims.
10.3 The Board receives a quarterly update on ESG marketing compliance.
11. Continuous Improvement
We commit to:
Regularly reviewing industry standards and regulations.
Updating our practices in line with evolving legal and consumer expectations.
Striving not just for compliance, but for leadership in ethical and transparent luxury jewellery marketing.