Lorna Jane fined over ‘antivirus’ claims

BRISBANE activewear queen Lorna Jane has been fined almost $40,000 over a “dangerous” and unlawful “antivirus activewear” advertising campaign.

The fitness brand was this week slammed by Health Minister Steven Miles for “dangerous” advertising that claimed its new LJ shield apparel protected against viruses and germs.

The marketing campaign claimed that LJ shield gear had been treated with exclusive spray technology that blocked out bacteria and viruses, making what the Therapeutic Goods Administration labelled a “restricted” reference to COVID-19.

The TGA revealed on Friday the Department of Health had issued three infringement notices totalling $39,960 to Lorna Jane for alleged unlawful advertising in relation to COVID-19.

Deputy secretary of the Department of Health, Adjunct Professor John Skerritt, said the campaign could create “a false sense of security … leading people to be less vigilant about hygiene and social distancing”. He added: “This kind of advertising could have detrimental consequences for the Australian community.”

The TGA alleged Lorna Jane represented that antivirus activewear had therapeutic qualities causing the product to fall within the meaning of a therapeutic good under the Therapeutic Goods Act 1989 and making it subject to the regulations administered by the TGA.

The Act strictly restricts references to COVID-19, or similar terms, to promote goods.

It is also alleged that Lorna Jane’s advertising campaign breached the Therapeutic Goods Advertising Code by promoting its product as being safe, harmless or without sideeffects.

Advertisers and consumers had been warned about illegal ads relating to COVID-19, a statement from TGA said.