The Central Consumer Protection Authority has imposed a penalty of Rs 3 million on VLCC Limited for publishing misleading advertisements that exaggerated the effects of CoolSculpting, a US-FDA approved procedure for localized fat reduction. The ads falsely portrayed the treatment as a permanent weight-loss solution, with claims such as “Drop 1 Size in 1 Session Permanently” and “Lose up to 600g and 7 cm in 1 Session,” which went far beyond the scope of FDA approval.
The investigation revealed that VLCC’s promotional material misrepresented CoolSculpting as a comprehensive slimming solution, misleading consumers into believing it could deliver dramatic and lasting results across the entire body. In reality, the procedure is only approved for focal fat deposits in specific areas such as the upper arm, back fat, submental region, abdomen, and flank, and only for individuals with a Body Mass Index of 30 or less.
The US-FDA approval for the CoolSculpting machine, manufactured by Zeltiq Aesthetics, is based on clinical trials involving just 57 participants from Caucasian, Hispanic, and African American backgrounds, with no Indian or Asian representation. The FDA has not endorsed the procedure for use in India, and VLCC’s omission of these facts constituted a violation of the Consumer Protection Act, 2019.
In addition to the monetary penalty, VLCC has been directed to ensure that all future advertisements clearly disclose the specific body areas targeted, the BMI eligibility criteria, and the demographic limitations of the clinical trials. Advertisements and consent forms must prominently state that CoolSculpting is not a weight-loss treatment. VLCC must also eliminate any contract clauses that attempt to evade legal accountability for misleading claims.
The authority has cautioned all beauty clinics and wellness centers in India using CoolSculpting machines to strictly comply with these directives. Any violation will invite stringent action, including further penalties and legal proceedings. The order reinforces the CCPA’s commitment to protecting consumers from deceptive marketing in the health and beauty sector and urges the public to remain vigilant against advertisements promising instant or permanent weight loss.
