Is there a cure for the Spread of COVID-19? Lorna Jane Thinks So!
This was the headline for an advertising campaign by Lorna Jane, who sells activewear.
And what is the cure? It is a secret spray applied to the fabric, which Lorna Jane called 'LJ Shield'.
In Lorna Jane's own words, from her website: “LJ Shield” is “a long-lasting, non-toxic shield that helps protect garments against odour causing bacteria and mould. It is applied as a water-based, non-toxic mist that adheres to the fabric to act as a shield of protection for the garment.”
Back in July last year, she added: "LJ Shield completely eliminates the possibility of spreading any deadly viruses (and let's face it, the one we're all thinking about is COVID-19)".
If activewear garments (leggings, fitness tights, tops, sports bras – see photo), provide protection against viruses, then consumers will chose them over garments that do not. But claiming health benefits is a minefield because of consumer protection laws.
Lorna Jane got into trouble because it claimed its secret spray gave protection to its customers against deadly viruses such as COVID-19, without having scientific evidence to back up its claims.
The Therapeutic Goods Administration - the health products regulator fined Lorna Jane $39,960.
The Australian Competition and Consumer Commission - the consumer advertising watchdog has commenced Federal Court proceedings for a penalty several times larger, injunctions and a compliance program.
The Court proceedings will be defended, so the jury is out on whether a fabric spray can protect against coronavirus. Lorna Jane has said her argument will be: "We are saying LJ Shield is an added protection like hand sanitiser but for the clothes you wear".