ACCC pursues Lorna Jane for alleged anti-virus activewear claims

December 21, 2020 3:20

The Australian Competition and Consumer Commission (ACCC) has instituted proceedings in the Federal Court against activewear brand Lorna Jane for alleged false or misleading claims about its ‘Anti-virus Activewear’, in breach of Australian consumer law.

In July 2020, Lorna Jane claimed that its ‘Anti-virus Activewear’, which was sprayed with a substance called ‘LJ Shield’, eliminated and stopped the spread of COVID-19 and provided protection against viruses and pathogens, including COVID-19, when this was not the case.

The claims were made over a range of media including on Instagram, the Lorna Jane website and in stores. Most of the claims were removed in mid-July, but until at least November 2020 Lorna Jane continued to represent on garment tags that the garment permanently protected the wearers against pathogens.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.