A clothing brand was fined $3.7 million for claiming its clothes stopped the spread of COVID-19 thanks to a special 'shield' spray
Lorna Janehas to pay a $3.7 million fine for claiming its clothes stopped COVID-19spreading.
- The brand was sued by an Australian consumer watchdog at the end of 2020.
- Its CEO accepted the court's ruling and said that it was misled by its supplier.
The Australian Competition and Consumer Commission (ACCC) took the brand - which in 2014 described itself to Insider as the Lululemon of Australia - to court at the end of 2020.
The ACCC claimed Lorna Jane made "misleading claims" about its clothes preventing the spread of COVID-19. The brand said it sprayed its clothes with a "Lorna Jane shield," the ACCC said.
"LJ SHIELD is a groundbreaking technology that makes transferal of all pathogens to your Activewear (and let's face it, the one we're all thinking about is Covid-19) impossible by eliminating the virus on contact with the fabric," the brand wrote in a post on Instagram, per the ACCC.
Lorna Jane accepted the court's ruling and said that it was misled by a supplier, the BBC reported.
According to the ACCC, the company made these claims in ads on social media, in its stores, and on its website.
"We allege that 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," ACCC Commissioner Sarah Court said at the time.
She 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."
Lorna Jane CEO Bill Clarkson said in a statement shared with the BBC that "a trusted supplier sold us a product that did not perform as promised."
"They led us to believe the technology behind LJ Shield was being sold elsewhere in Australia, the USA, China, and Taiwan and that it was both anti-bacterial and anti-viral. We believed we were passing on a benefit to our customers," he said.
A spokesperson for Lorna Jane did not immediately respond to Insider's request for comment.
- India vs Pakistan at ICC T20 World Cup: The ‘Men in Blue’ have a definite advantage in this one
- Tamil drama 'Koozhangal' is India's official entry for Oscars 2022
- ICICI Bank net profit rises 25% on lower provisions in September quarter
- Best keyboard for writers in India
- Best large size party speakers in India