The authority says that the advertisements of VLCC projected CoolSculpting and related procedures as a permanent weight-loss and size-reduction solution
The Central Consumer Protection Authority (CCPA) has imposed a penalty of Rs 3 lakh on VLCC for publishing misleading advertisements regarding fat-loss and slimming treatments through the use of the US FDA-approved CoolSculpting procedure or machine.
The matter of VLCC came to the notice of CCPA through a complaint and monitoring of advertisements in the slimming and beauty sector. On examination, it was found that VLCC was making exaggerated claims of drastic weight loss and inch reduction within a single session, which went far beyond the actual approval granted to the CoolSculpting machine, thereby misleading consumers.
“The investigation revealed that the advertisements of VLCC projected CoolSculpting and related procedures as a permanent weight-loss and size-reduction solution. Such advertisements gave consumers the false impression that CoolSculpting guarantees permanent and significant weight loss. In reality, the procedure is only approved for localised fat reduction in specific body areas and only for individuals with a Body Mass Index (BMI) of 30 or less,” the Ministry of Consumer Affairs, Food and Public Distribution said in a statement.
CCPA observed that the CoolSculpting machine, manufactured by Zeltiq Aesthetics, is approved by the US-FDA only for the reduction of localised fat bulges in areas such as the upper arm, bra fat, back fat, banana roll, submental area, thigh, abdomen, and flank. It is not a weight-loss treatment.
In addition to the monetary penalty of Rs 3 lakh, CCPA has directed that VLCC must clearly mention: “the CoolSculpting procedure is used for treatment of the focal fat deposits and not weight loss” in both advertisements and consent forms, in a clear and easily readable manner.
VLCC must inform consumers about the absence of testing on the Indian demographic and the lack of US-FDA endorsement for India before they avail of the service, the ministry said. Earlier, CCPA had also levied a penalty of Rs 3 lakh on Kaya for publishing misleading advertisements on CoolSculpting treatments.
