Fashion Brand Lorna Jane Fined AUS$5m for Misleading Claims

Australian Activewear brand Lorna Jane has been given a $5 million fine over misleading claims its activewear would “stop the spread” of COVID-19.

“Lorna Jane sought to exploit that fear and concern of the public through the use of misleading deceptive and untrue representations about the properties of LJ Shield activewear,” ruled Justice Darryl Rangiah.

The Australian Competition and Consumer Commission (ACCC) launched court action against Lorna Jane earlier this year after they launched their marketing campaign last year.

“Cure for the Spread of COVID-19? Lorna Jane Thinks So. LJ SHIELD is a ground-breaking 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,” said Lorna Jane’s ads.

Despite Lorna Jane’s claims, they were found to have not conducted any testing to determine whether its fabrics offered any protection against any viruses at all.

“The behavior of Lorna Jane can only be described as exploitative, predatory, and potentially dangerous,” said Rangiah.

Aside from the fine, Lorna Jane was to pay the ACCC’s costs of $370,000 and was ordered to put up a “corrective notice” on its website, social media, customer emails, and in stores about their faclaims.

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