Lorna Jane has been fined almost $40,000 for allegedly breaching advertising standards with its heavily criticised new “anti-virus activewear” campaign.
The Therapeutic Goods Administration (TGA) issued three infringement notices totalling $39,960 to the popular clothing brand on Friday.
The Brisbane company recently came under fire for allegedly claiming its “anti-virus activewear” line could protect from infectious diseases such as coronavirus.
"This kind of advertising could have detrimental consequences for the Australian community, creating a false sense of security and leading people to be less vigilant about hygiene and social distancing," Adj. Professor John Skerritt, Deputy Secretary of the Department of Health, said in the TGA’s statement.
The TGA alleges Lorna Jane represented its “anti-virus activewear” for therapeutic use and therefore believes it is a therapeutic good, the statement said.
Upon revealing the new campaign earlier this month, the company said the clothing was made from LJ Shield.
"LJ Shield breaks through the membrane shell of any toxic diseases, bacteria or germs that come into contact with it, not only killing that microbe but preventing it from multiplying into anymore," the website said.
"Any bacteria that comes in contact with the fabric is terminated when it comes in touch with the LJ Shield particles."
Lorna Jane has since changed the new clothing line’s name to “anti-bacterial activewear”.
The company said it had named the technology earlier this year.
“We started working on this technology at the start of the year when we named it and now with there being such a focus on the Covid-19 virus and recent press making that the only focus. We didn’t want to mislead anyone,” the statement said.
“Our testing shows that LJ Shield is an important part of the stopping the spread of both bacteria and viral infections and should be used in combination with other precautionary measures such as face masks and thorough and frequent hand washing.”
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