WASHINGTON — The Federal Trade Commission on Thursday released guidelines for jewelry that will impact how certain platinum products can be marketed or advertised.

This story first appeared in the December 17, 2010 issue of WWD. Subscribe Today.

The issue involves the marketing of jewelry that mixes other metal alloys with platinum. The practice, according to the FTC, has made “platinum” more affordable for consumers, but necessitated a clarification of acceptable marketing for the products.

The new agency rules require that for products containing between 50 and 85 percent platinum, marketers disclose the composition of the item using the full names of the alloys and metals used, not abbreviations. In addition, marketers must make it clear to consumers that the product may not have the same qualities as a product made entirely of platinum. The FTC released two new publications to help businesses and consumers understand the changes. The FTC can issue cease-and-desist orders to companies that could result in fines if ignored.

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