The next time you forward a fat-loss programme ad to a friend, think twice. Beauty and wellness brands VLCC and Kaya have been penalised Rs 3 lakh each for allegedly misleading consumers with their campaigns. The Central Consumer Protection Authority (CCPA) — which functions under the Ministry of Consumer Affairs, Food and Public Distribution — has imposed the fines on VLCC for publishing ads promoting its fat-loss programmes through CoolSculpting, a US health regulator-approved non-surgical fat reduction procedure.
The CCPA — the national consumer rights watchdog tasked with enforcing and protecting consumer interests — has also directed VLCC to comply strictly with its guidelines.
Key findings against VLCC
According to CCPA, VLCC released misleading ads about “fat-loss and slimming treatments through the use of the US-FDA approved CoolSculpting procedure/machine”.
The authority’s action followed a complaint, after which it began monitoring slimming and beauty sector ads. Investigations found that VLCC was making exaggerated claims of drastic weight and inch loss “within a single session”.
The watchdog noted that these claims “went far beyond the actual approval granted to the CoolSculpting machine,” thereby misleading consumers.
VLCC’s ads projected CoolSculpting as a “permanent weight-loss and size-reduction solution”, with claims and statements such as:
- Lose up to 600g and 7 cm in 1 session
- Drop 1 size in 1 session permanently
- Drop one size in one hour
- VLCC brings you a ground-breaking fat reduction treatment
- With Lipolaser lose 6 cm and 400g in one session
Such ads, according to CCPA, 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 areas, and only for individuals with a Body Mass Index (BMI) of 30 or less, it noted.
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Earlier penalty on Kaya
Before this, Kaya Ltd was fined the same amount for similar claims, such as:
- Kaya’s non-surgical fat reduction
- Kaya brings you easy inch loss with CoolSculpting
CCPA found that Kaya’s ads even featured misleading before-and-after images implying major full-body fat loss — going beyond US-FDA approval and misrepresenting the procedure.
Kaya has since complied with the order and deposited the penalty.
What is CoolSculpting?
The CoolSculpting machine, manufactured by Zeltiq Aesthetics, has FDA approval 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.
CCPA highlighted that clinical trials submitted to the FDA had just 57 participants — Caucasian, Hispanic, and African American — with no Indian or Asian representation.
The US regulator has also not endorsed CoolSculpting for use in India.
By omitting these facts, VLCC misled consumers, the authority said.
VLCC ordered to comply with 5 conditions
The authority directed VLCC to strictly follow five key guidelines in all future advertisements:
- Clearly specify the body areas targeted for fat reduction
- State that the procedure works only for individuals with BMI of 30 or less
- Mention all inclusions and exclusions under FDA approval
- Disclose that the machine has been tested only in specific demographics and not in India.
- State that the procedure targets focal fat deposits, not weight loss
VLCC must also restrict claims to what is approved by the US regulator, inform consumers about the absence of Indian testing, and discontinue “unfair contract clauses” that attempt to escape liability.
CCPA’s message to beauty clinics, wellness centres and service providers using CoolSculpting
The government body has warned such service providers of strict action over non-complliance with these rules. “Any violation will invite stringent action under the Consumer Protection Act, 2019, including penalties, discontinuation of misleading advertisements, and legal proceedings,” according to CCPA.
It also advised consumers to remain cautious and avoid falling for ads promising instant weight loss or permanent size reduction through CoolSculpting.
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