Lorna Jane fined $40,000 over ‘anti-virus’ claims for new clothing range

Brisbane-based active wear brand Lorna Jane has been fined almost $40,000 over claims that its tops and leggings could protect against Coronavirus.

The Therapeutic Goods Administration (TGA) has issued three infringement notices totalling $39,960 in fines for alleged unlawful advertising in relation to COVID-19.

The action follows the clothing brand having made claims that its new LJ Shield products were an "anti-virus activewear" that contained a "chemical-free treatment that when applied to activewear, protects wearers against viruses and bacteria".

Commenting on Lorna Jane’s claims, Federal Department of Health Deputy Secretary Adjunct Professor John Skerritt, stated "this kind of advertising could have detrimental consequences for the Australian community, creating a false sense of security and leading people to be less vigilant about hygiene and social distancing.”

The TGA alleged Lorna Jane represented its LJ Shield range as being able to protect against infectious diseases, for which it then became classed as a therapeutic product within the meaning of the Therapeutic Goods Act 1989.

The company launched its LJ Shield exclusive technology this month, after what it claimed was two years of development.

Its website claimed the LJ Shield "keeps you protected from viruses and germs", going on to state "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," the website stated.

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

A statement on the Lorna Jane website now explains “we didn’t want to mislead anyone. Our testing shows that LJ Shield is an important part of stopping the spread of both bacteria and viral infections and should be used in combination with other precautionary measures such as face masks and thorough and frequent hand washing.

"People think when they try on a garment they are the first ones to wear it but you have no idea how many people have touched or tried it on prior.

"In a sense, you could be touching somebody's armpit or groin and with our garments worn so close to the body, we knew we had to do something better.

"We are not saying that LJ Shield will stop you coming into contact with bacteria, we are saying LJ Shield is an added protection like hand sanitiser but for the clothes you wear."

However, the TGA said the advertisement referred to therapeutic goods that were not included in the Australian Register of Therapeutic Goods (ARTG).

Images: Lorna Jane founder Lorna Jane Clarkson (top) and the brand's new LJ Shield product (below).