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Australia fines Lorna Jane $5m for claiming its activewear products can cure COVID-19

Christian Fernsby |
Australia has fined activewear brand Lorna Jane for falsely advertising that its LJ Shield Activewear can ‘eliminate‘, ‘stop the spread‘ and ‘protect wearers‘ against ‘viruses including Covid-19‘.

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The brand has been ordered to pay $5 million (USD $3.69m) by the Australian Federal Court in penalties for making false and misleading representations to consumers, and engaging in conduct liable to mislead the public between 2 and 23 July 2020.

“Lorna Jane falsely promoted its LJ Shield Activewear as eliminating or providing protection from Covid amidst growing numbers of Covid-19 cases in Australia,” said Rod Sims, the chair of the Australian Competition and Consumer Commission.

“The whole marketing campaign was based upon consumers’ desire for greater protection against the global pandemic.”

“The $5 million in penalties imposed by the Australian Federal Court highlights the seriousness of Lorna Jane’s conduct, which the judge called ‘exploitative, predatory and potentially dangerous’.”

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