Aussie activewear brand fined over claim its clothes prevent Covid


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










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

The firm, which has 134 stores across 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 saying its LJ Shield Activewear range ‘eliminated’ the coronavirus, ‘stopped the spread’ and ‘protected wearers’ against it. 

Claims: Federal Court judge Darryl Rangiah described the firm's conduct as 'exploitative, predatory and potentially dangerous'

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

Federal Court judge Darryl Rangiah described the firm’s conduct as ‘exploitative, predatory and potentially dangerous’. 

Rod Sims, chairman of the ACCC watchdog, said: ‘This was dreadful conduct as it involved making serious claims regarding public health when there was no basis for them.’ 

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

‘A trusted supplier sold us a product that did not perform as promised,’ said chief executive Bill Clarkson. ‘They led us to believe the technology behind LJ Shield was both anti-bacterial and anti-viral. We believed we were passing on a benefit to our customers.’ 

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