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Lorna Jane claims of COVID-protecting activewear raises concern around health-related marketing
Leading plastic surgeon joins ACCC, TGA in their push to urge brands to be more responsible around marketing health products and services during the COVID-19 pandemic
CMO.
The Australian Competition and Consumer Commission (ACCC) commenced legal proceedings against Lorna Jane in December over the clothing and accessories brand’s claims to have produced anti-bacterial activewear that could defend wearers against viruses including COVID-19.
The ACCC has accused Lorna Jane of making false or misleading claims in breach of Australian Consumer Law after the sportswear brand promoted its ‘Anti-virus Activewear’ range as being sprayed with a substance known as ‘LJ Shield’, providing protection against viruses and pathogens such COVID-19. The claims were made in July 2020 across a range of media including Instagram, the company’s website and in stores, and continued through t