Iconic activewear company Lorna Jane is fined $40,000 for 'claiming its 'anti-virus LEGGINGS could protect against COVID-19'
- Lorna Jane has been fined $40K for breaching the Therapeutic Goods Act 1989
- Activewear brand's new line allegedly claimed it protected against viruses
- Medical professionals accuse the brand of trying to exploit COVID-19 panic
Lorna Jane has been fined $39,960 after allegedly claiming its activewear 'protected against viruses and germs'.
The company was forced to pull advertising for its 'exclusive' LJ Shield technology after being accused of trying to profiting from the COVID-19 pandemic.
The Therapeutic Goods Association issued the fine to the company on Friday following an investigation.
'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.
Lorna Jane has been fined $39,960 after allegedly claiming its activewear 'protected against viruses and germs' (pictured: Model in Lorna Jane clothing)
A spokesperson for Lorna Jane denied they were trying to take advantage of the environment of fear (Pictured: Lorna Jane Clarkson)
Lorna Jane was forced to pull its advertising for its 'exclusive' LJ Shield technology (pictured)
The TGA alleges the company can be punished under the Therapeutic Goods Act 1989 as they labelled the product 'anti-virus activewear'.
The advertisement of the product, which allegedly didn't list side-effects as required, was considered of 'significant concern' due to the pandemic.
Currently any references to COVID-19 are restricted in any forms of promotion, and advertisements without permission from the TGA are considered unlawful.
Marketing materials online suggested Lorna Jane had developed a technology that could be sprayed on to clothing to stop the spread of bacteria.
The website allegedly claimed the L J Shield 'breaks through the membrane shell of any toxic diseases' including 'bacteria or germs that come into contact with it, not only killing that microbe but preventing it from multiplying into anymore'.
The Royal Australian College of General Practitioners President Dr Harry Nespolon slammed the company and accused it of intentionally misleading buyers.
'Activewear is great for the gym but it can't protect you against viruses or bacteria,' Dr Nespolon said.
The Therapeutic Goods Association issued the fine to the company on Friday following an investigation (pictured: Model in Lorna Jane clothing)
'I suspect Lorna Jane are cynically trying to exploit fears concerning the COVID-19 pandemic to sell clothes.'
He said it was irresponsible advice that could could lull people into a false sense of security.
'If you spray their product onto any fabric and expect that it will act as a "shield of protection" for you by breaking through the "membrane shell of any toxic diseases" I have some bad news for you – this will not happen,' he said.
'The only thing that will be ''terminated'' by the ''shield particles'' is the money in your bank account.'
The alleged branding has since been pulled from the website and changed to remove any mention of the word virus.
The new materials refer to the technology as 'anti-bacterial'.
Since complaints were aired over the active wear's new technology the branding has been pulled from the website and changed to remove any mention of the word virus
The new materials refer to the technology instead as 'anti-bacterial'
'We don't want to alarm you but we've been avoiding germs since way before COVID-19,' the website now reads.
A spokesperson for Lorna Jane denied they were trying to take advantage of the environment of fear.
'We started working on this technology at the start of the year when we named it... we didn't want to mislead anyone,' the spokeswoman told Daily Mail Australia.
The active wear brand was founded by Lorna Jane Clarkson (pictured)
'We are not trying to profiteer in any way on the fear around COVID-19 because we were developing this and working with our partners on this before the outbreak.
'Our testing shows that LJ Shield is an important part of 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.'
