New Delhi, August 23 (HS): The Central Consumer Protection Authority (CCPA) has imposed a penalty of ₹3 lakh on leading wellness and beauty brand VLCC Limited for running misleading advertisements about rapid weight-loss treatments.

According to a statement from the Ministry of Consumer Affairs, Food and Public Distribution, VLCC promoted fat-reduction and slimming services using the US-FDA–approved CoolSculpting procedure while making exaggerated claims of dramatic weight loss in a single session—claims that went far beyond the treatment’s actual approval.

The matter came under CCPA’s scrutiny following a consumer complaint and subsequent monitoring of advertisements in the slimming and beauty sector. Investigations confirmed that VLCC’s claims were misleading and had the potential to misguide consumers.

Earlier, CCPA had imposed a similar penalty of ₹3 lakh on Kaya Limited for publishing deceptive CoolSculpting advertisements. Kaya has already complied with the order and deposited the penalty amount.

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Hindusthan Samachar / Jun Sarkar