Activewear company Lorna Jane slammed over L J Shield

Queensland-based activewear company Lorna Jane has been caught still marketing their new range of tops and pants that claim they protect wearers from viruses.

Lorna Jane has been slammed for marketing a new range of tops and pants that claim they protect wearers from viruses.

Queensland based active wear company has scrambled to remove the claim from their website that their new range offers a protective shield from viruses, including COVID-19 but their shock marketing message still remains on display in the state’s stores.

The advertising has sparked a warning from Health Minister Steven Miles to companies using false information during a pandemic, labelling it “dangerous”.

Lorna Jane has been marketing “exclusive technology” on its website which purportedly keeps wearers “protected against viruses and germs”.

The marketing campaign for LJ Shield gear claims that the clothes have been treated with an exclusive spray technology to block out viruses and bacteria. But following an outcry from the Royal Australian College of General Practitioners the company removed all mention of the word virus from online.

“Active wear is great for the gym but it can’t protect you against viruses or bacteria. I suspect Lorna Jane are cynically trying to exploit fears concerning the COVID-19 pandemic to sell clothes,” RACGP chief Harry Nespolon said.

L J Sheild continues to be marketed as anti-virus activeware at Toowong Lorna Jane.

“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,” he said.

Lorna Jane has since removed the word “virus” from the marketing online.

“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,” Dr Nespolon said.

“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’.

A Toowong Lorna Jane retail worker this afternoon said the garments are made from different material but the spray “protects against bacteria”.

L J Sheild continues to be marketed as anti-virus activeware at Toowong Lorna Jane.

“The spray put on it after they’re made fully protects against bacteria... bacteria can’t attach itself to it,” she said.

“This whole wall along here is our new range with the spray on it”.

The Therapeutic Goods Administration is investigating.

“Claims that a product can prevent infection with coronavirus, or other microorganisms that can cause illness, are therapeutic use claims and result in the product being a therapeutic good, and therefore subject to therapeutic good regulation,” a (TGA) spokeswoman said.

“The TGA is aware of this advertising and is looking into the matter, including whether the products are therapeutic goods and therefore must meet the advertising requirements. This includes restrictions and prohibitions on COVID-19 claims. The TGA advises consumers to exercise caution when considering advertising claims related to coronavirus and COVID-19,“ she said.

Lorna Jane garments are often used outside of the gym as everyday lifestyle wear.

The Brisbane based company did not return calls.

The Health Minister warns Queenslanders to only take advice on the coronavirus from the Chief Health Officer and their local GP.