Aussie activewear brand fined for claim that clothing prevents Covid

Australian clothing retailer Lorna Jane fined £2.6m for ‘exploitative, predatory and potentially dangerous’ claim its clothing could prevent Covid-19

Australian clothing retailer Lorna Jane has been fined £2.6million for an ‘exploitative, predatory and potentially dangerous’ claim that its clothing could prevent Covid-19.

The company, which has 134 stores in Australia, New Zealand, the US and Singapore and sells its goods online in the UK, was sued by the Australian Competition and Consumer Commission after it said its LJ Shield Activewear range could “contaminate the coronavirus” eradicated’, its spread’ and ‘protected carriers’ against it.

Claims: Federal court judge Darryl Rangiah described the company’s conduct as ‘exploitative, predatory and potentially dangerous’

Federal court judge Darryl Rangiah described the company’s conduct as “exploitative, predatory and potentially dangerous.”

Rod Sims, chairman of the ACCC watchdog, said: “This was appalling behavior because serious public health claims were made when there was no basis for it.”

Lorna Jane said it accepted the court’s ruling and acknowledged that it had inadvertently misled customers by being misled by a supplier itself.

“A trusted supplier sold us a product that did not perform as promised,” said CEO Bill Clarkson. “They made us believe that the technology behind LJ Shield was both antibacterial and antiviral. We thought we were passing on an advantage to our customers.’

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