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CCPA action on VLCC

The Consumer Protection Authority (CCPA) has reprimanded Wellness Company VLCC Limited for “dramatic and permanent” weight loss advertisements in terms of the ‘coolsculpting’ process approved by the US FDA. In this case, the regulator has imposed a fine of ₹ 3 lakh, considering these advertisements as misleading. This action took place a few weeks later when Kaya Limited was fined for similar claims.

CCPA received this case during the supervision of consumer grievances and advertisements of the slimming industry. Investigations found that VLCC claimed such attractive results such as: “reduce weight by 600 grams and 7 cm in 1 session” and “reduce 1 size forever in 1 hour.” The regulator said that such messages used to feel that coolsculpting is a permanent solution to weight loss, while this technique is only approved to reduce stubborn fat in parts of the body.

‘Coolsculpting’ is actually approved for whom? It has been developed by Zeltiq Aesthetics and American FDA has approved it only to reduce stubborn fat pockets in limited areas, such as stomach, thigh, side, upper arm, bra fat, back fat, banana rolls and ingenu. It is not approved as a treatment for weight loss. Only 57 participants were researched in clinical tests presented to the American regulator, none of which were from India or Asia. The important thing is that the American FDA has not certified this process for Indian consumers.

The CCPA stated that VLCC hid these important facts and assured the customers that this process guarantees permanent weight loss.

Strict disclosure rules imposed on VLCC: Along with fine, CCPA has directed VLCC to strictly follow the advertising guidelines. This includes: clearly explaining that ‘coolsculpting’ is only for ‘focal fat deposits’, not for weight loss. Also tell that it is only for individuals whose body mass index (BMI) is 30 or less. Listing of what is included and what not, according to the approval of American FDA. Apart from this, also highlight that this process has not been tested on Indian demographics.