|PIC1|With the premiere of the controversial new film 'Blood Diamond' focusing attention on the African diamond industry, World Vision has renewed its call for the world's diamond industry to "make good its promises to clean up the international diamond trade".

Five years ago, World Vision and other humanitarian organisations urged diamond wholesalers and retailers to stop the sale of so-called 'conflict diamonds' - stones mined illegally and sold to fuel wars in Africa.

Five years later, despite legislation and promises from the global diamond industry, diamond companies still don't do enough to prevent the stones from being used to purchase weapons, fuel wars and create havoc in countries where most people live on less than $1 a day.

Rory E Anderson, an expert on the illegal diamond trade with Christian aid agency World Vision, said, "Diamonds are a $60 billion a year business, and even if only one percent of the retail market includes gems that fuel conflicts in African nations, that's $600 million worth of cheap assault rifles and rocket launchers killing thousands of people every year. It's unconscionable."

Anderson recently attended a private screening of the new film, 'Blood Diamond', starring Leonardo DiCaprio, which opens in cinemas across the UK on Friday 26 January, and will again bring the illegal, unethical and immoral diamond trade to the public's attention.

"In Sierra Leone, where 'Blood Diamond' is set, the conflict ended years ago and diamonds are coming under legitimate control," says Anderson. "But there are still countries, like Democratic Republic of Congo, where diamonds and other resources are being sold illegally, and diamond warlords use proceeds to fund rebel conflicts."

The solution to the problem, according to World Vision, is not a diamond boycott, but rather consumer pressure where the industry will feel it most: at the jewellers and in government.

"The legitimate diamond industry in countries like South Africa, Botswana and Namibia provide livelihood and vital public services," said Anderson. "We don't want to hurt their efforts in the process of stopping the illicit trade elsewhere."

Before buying diamonds, Anderson says, consumers should ask retailers about their policies on 'blood diamonds' and whether they can certify their diamonds are not funding conflict. If such certification cannot be presented, inquire about other retailers who can.

"Buyers need to ask their jeweller about the '4 C's' in diamond buying - carat, cut, clarity and conflict," she says. "We also urge people to contact their MPs and ask why more is not being done to prevent the import of 'blood diamonds.''

Americans buy two thirds of the diamonds on the global market, and according to a 2004 study by Amnesty International and Global Witness, 58 per cent of diamond retailers in the US and UK had no policy on conflict diamonds.