It is unfair or deceptive to fail to disclose that a gemstone has been treated if:
Note to § 23.24 : The disclosures outlined in this section are applicable to sellers at every level of trade, as defined in § 23.0(b) of these guides, and they may be made at the point of sale prior to sale, except that where a product can be purchased without personally viewing the product (e.g., direct mail catalogs, online services, televised shopping programs), disclosure should be made in the solicitation for, or description of, the product.
16 C.F.R. §23.24