Our approved summary

The claim that it was the UK's top accreditation body was misleading as no evidence showed it was the leader or allowed consumers to check the comparison with others (CAP 3.1, 3.7, 3.35).

Upheld by the ASA. Ruling published by the ASA on 6 May 2026.

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More ASA rulings explained

The ads implied the diamonds were natural but did not clearly say they were synthetic, so the information was misleading to consumers (CAP 3.1, 3.3, 3.9).
The ads did not clearly explain the service nature or non-fault limitation, misleading consumers about what was offered (CAP 3.1, 3.3, 3.9).

Official ruling

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The official ruling is the definitive version. Mystery Slopper is not affiliated with the ASA.