Activewear brand Lorna Jane in court for ‘anti-virus’ claims

Activewear brand Lorna Jane in court for 'anti-virus' claims
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Daily US Times: Activewear brand Lorna Jane is summoned to court over the claims its clothes could stop the spread of Covid-19.

The company claimed in July that its “anti-virus” activewear had been sprayed with a substance called LJ Shield.

Adverts on its stores and website used the tag “Cure for the Spread of COVID-19? Lorna Jane Thinks So”.

Australia’s consumer watchdog on Monday launched federal court action against the firm for allegedly making misleading and false claims.

The Australian Competition and Consumer Commission (ACCC) said it was “particularly concerning” the claims of the Activewear brand were made at a time when there were fears of a second wave in Australia, especially Victoria.

The court said: “We allege the statements made by Lorna Jane gave the impression that the Covid-19 claims were based on scientific or technological evidence when this was not the case.”

Lorna Jane was fined $40,000 by the Therapeutic Goods Administration (TGA) in July for failing to seek its approval prior to making certain claims.

The court added: “We are particularly concerned about this because consumers often trust well-known brands and assume that their marketing claims are backed up by solid evidence.”

The ACCC added that most of the claims of Lorna Jane were removed in mid-July from their site and stores but tags on clothing continued to contain the pathogen protective claims until November.

Lorna Jane has 108 stores in Australia along with international stores in New Zealand and the US.

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