Lorna Jane accused of ‘cynical exploitation’ of Coronavirus fears to sell active wear

Leading active wear brand Lorna Jane has been criticised by the head of the Royal Australian College of GPs for misleading customers in the promotion of its new range of ‘anti-virus’ clothing.

The company launched its 'LJ Shield exclusive technology' this month, claiming it had worked for two years to develop a "chemical-free treatment that when applied to activewear, protects wearers against viruses and bacteria."

Information on the Lorna Jane website claims “LJ Shield breaks through the membrane shell of any toxic diseases, bacteria or germs that come into contact with it, not only killing that microbe but preventing it from multiplying into anymore.

“Any bacteria that comes in contact with the fabric is terminated when it comes in touch with the LJ Shield particles.”

In an interview with the ABC yesterday, Royal Australian College of GPs President Dr Harry Nespolon called the claims “false” and “misleading”.

Dr Nespolon advised “if you spray their product onto any fabric and expect that it will act as a ‘shield of protection’ for you by breaking through the ‘membrane shell of any toxic diseases’ I have some bad news for you - this will not happen. The only thing that will be ‘terminated’ by the ‘shield particles’ is the money in your bank account.”

Dr Nespolon added, “I suspect Lorna Jane is cynically trying to exploit fears concerning the COVID-19 pandemic to sell clothes.”

Dr Chris Moy, Chair of the Australian Medical Association Ethics and Medico-Legal Committee, said the LJ Shield claims "don't make any sense" unless users were wrapping their leggings around their heads as face masks.

Dr Moy explained “there's no way people should be relying on any such claim to protect them from COVID-19 to any significant degree.

"Individuals may rely on it which is extremely worrying."

Dr Nespolon went on to say that during the COVID-19 pandemic it was vital to heed the advice of health experts, adding “the real problem with marketing products like this is that it can lull people into a false sense of security and make them less likely to wash their hands regularly, socially distance or wear a mask where distancing is impractical.

“That is why we have very strict laws concerning therapeutic claims. It is timely to remind this company that earlier this year former celebrity chef and prominent anti-vaxxer Pete Evans was fined $25,000 by the Therapeutic Goods Administration for marketing a $15,000 ‘light frequency machine’ featuring recipes that could supposedly treat ‘the Wuhan coronavirus’.

“The only precautions shown to protect against the COVID-19 virus include regularly washing your hands, keeping them away from your nose and mouth, socially distancing and wearing a mask where distancing is impractical. Please listen to the medical experts, not clothing companies.”

Earlier this year the RACGP launched a nation-wide campaign Expert Advice Matters - which urged all patients to take care of their health and heed expert media advice.

Images: Lorna Jane's new LJ Shield range of tops and leggings (top) and a Lorna Jane infographic on the product (below).