What better time to market “anti-virus activewear” than in the midst of a COVID-19 pandemic?
That's what Lorna Jane, a leading Australian women’s activewear brand did.
It made three virus protection claims when advertising its range of sports bras, tights, leggings, tank tops and gym clothes:
- Its “anti-virus activewear” prevented and protected against infectious diseases.
- It launched its “LJ Shield exclusive technology”.
- It had worked for two years to develop a “chemical-free treatment that when applied to activewear, protects wearers against viruses and bacteria”.
Trouble was, it did not realise that when making health claims, it needed to comply with the Australian Therapeutic Goods Administration Guidelines.