VLCC Slapped with Rs3 Lakh Penalty for Misleading Fat-loss Ads on Lipolaser, CoolSculpting

Moneylife Digital Team 26 August 2025

Investor Interest

The central consumer protection authority (CCPA) has imposed a penalty of Rs3 lakh on VLCC Ltd for publishing misleading advertisements about its lipolaser and coolsculpting fat-loss treatments. The order, issued earlier this month by CCPA chief commissioner Nidhi Khare and commissioner Anupam Mishra, found that the company’s claims were unsubstantiated and misled consumers.

CCPA observed that VLCC had claimed clients could lose 'up to 6cm and 400g in one session' with lipolaser treatments but failed to provide any scientific studies to support such assertions. “The lack of regulatory approvals for the lipolaser machine suggests a failure to meet safety standards, putting consumers at risk,” the authority noted.

Taking into account VLCC’s significant market presence, its turnover of over Rs35 crore in FY22–23 and FY23–24, and the misleading impact of its advertisements, the regulator levied the Rs3 lakh fine.

On coolsculpting, CCPA found that VLCC advertised the treatment as one that could help clients 'drop 1 size in one session'. However, the results cited were based on a clinical trial involving only 57 foreign participants — Caucasians, Hispanics and African Americans — and did not include Indians or Asians. This aspect was not disclosed in VLCC’s advertisements, the authority says.

To ensure transparency, CCPA has directed VLCC to prominently disclose in future coolsculpting advertisements, or through disclaimers, the areas of the body targeted by the treatment, its effectiveness only for those with a body mass index (BMI) of 30 or less, and the demographic limitations of the study on which the claims are based.

Authority also took serious exception to VLCC’s practice of making customers sign declarations that 'lack of results will not be construed as a deficiency of service'. It ruled: “The declaration which the consumer is made to sign, negate the proclamations in the advertisements of VLCC. These clauses should have been added as a disclaimer in the advertisement. The clauses in the consent form raise serious doubts about the efficacy of the treatment as claimed in the advertisement.”

Ordering VLCC to stop the practice, CCPA says, “The opposite party shall discontinue the practice of making the consumers agree to clauses which are unfair and prejudicial to consumer interest with an unfair motive to escape legal liability and accountability for the claims advertised.”

The case was triggered by a complaint from Hyderabad resident Ajay Gupta, who challenged a VLCC advertisement promoting fat loss through coolsculpting. After a show-cause notice was issued in September 2023, an investigation by the director general (investigation) concluded that VLCC may have violated Section 2(8) of the Consumer Protection Act, 2019, which prohibits misleading advertisements.

Although VLCC agreed to discontinue the contested coolsculpting ads, it denied misleading customers. CCPA, however, held that the company had violated consumer rights. “The opposite party (VLCC) has violated the provisions related to misleading advertisements ... The right of the consumers have also been violated either by misleading advertisement and withholding important information regarding the product and services of VLCC,” the order stated.

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