The Central Consumer Protection Authority (CCPA) has levied a penalty of ₹3 lakh on VLCC Limited for publishing misleading advertisements regarding fat loss and slimming treatments using the CoolSculpting procedure. This action follows a similar penalty imposed on Kaya Limited for similar misleading advertisements concerning CoolSculpting treatments. The CCPA's investigation revealed that VLCC's advertisements made exaggerated claims of drastic weight loss and inch reduction within a single session, exceeding the scope of the USFDA approval for the CoolSculpting machine.
The CCPA found that VLCC's advertisements falsely implied that CoolSculpting guarantees permanent and significant weight loss, while the procedure is only approved for localized fat reduction in specific body areas for individuals with a BMI of 30 or less. The CCPA also noted the absence of Indian or Asian representation in the clinical trials submitted to the USFDA and the lack of specific USFDA endorsement for CoolSculpting in India.
In addition to the monetary penalty, the CCPA has directed VLCC to adhere to specific guidelines in future advertisements, including prominently disclosing: the specific body areas targeted for fat reduction, that the procedure is only effective for individuals with a BMI of 30 or less, all inclusions and exclusions as per USFDA approval, and the demographics where the machine has been tested. VLCC must also clearly state that CoolSculpting is for treatment of focal fat deposits and not weight loss, restrict claims to those approved by the USFDA, inform consumers about the absence of testing on the Indian demographic and the lack of USFDA endorsement for India, and discontinue unfair contract clauses.
The CCPA has cautioned all beauty clinics, wellness centers, and service providers using CoolSculpting machines in India to strictly adhere to these directions, warning that any violation will result in stringent action under the Consumer Protection Act, 2019, including penalties, discontinuation of misleading advertisements, and legal proceedings. The CCPA's action underscores its commitment to protecting consumers from false and misleading advertisements in the health, wellness, and beauty industry.
Key Entities Referenced
Central Consumer Protection Authority (CCPA): A regulatory authority responsible for protecting consumer rights and preventing unfair trade practices.
VLCC Limited: A company that was penalized by the CCPA for publishing misleading advertisements regarding fat loss and slimming treatments.
CoolSculpting: A US FDA-approved procedure/machine for localized fat reduction, which was misrepresented in advertisements by VLCC and Kaya Limited.
US FDA: The United States Food and Drug Administration, which approved the CoolSculpting machine for specific purposes.
Consumer Protection Act, 2019: The law under which VLCC was penalized for misleading advertisements.
Kaya Limited: A company that was previously penalized by the CCPA for publishing misleading advertisements on CoolSculpting treatments.
Ministry of Consumer Affairs, Food Public Distribution: The government ministry overseeing consumer protection and related matters.
Lipolaser: Mentioned in the advertisements of VLCC making claims of fat reduction
Ministry of Consumer Affairs, Food & Public Distribution
Central Consumer Protection Authority (CCPA) Fines
VLCC Limited 3 Lakh for Misleading Fat-Loss Ads on
CoolSculpting
CCPA Orders Strict Disclosure in Future Ads
Posted On: 23 AUG 2025 12:43PM by PIB Delhi
The Central Consumer Protection Authority (CCPA) has imposed a penalty of ₹3 lakh on VLCC Limited for
publishing misleading advertisements regarding fat-loss and slimming treatments through the use of the US-
FDA approved CoolSculpting procedure/machine.
Earlier, CCPA had also levied a penalty of ₹3 lakh on Kaya Limited for publishing misleading advertisements
on CoolSculpting treatments. The company’s advertisements claimed “Kaya’s Non-surgical Fat Reduction”
and “Kaya brings you easy inch loss with CoolSculpting,” and even depicted misleading before-and-after
images suggesting major fat loss all over the body. These claims went beyond the actual US-FDA approval
and misrepresented the procedure as a weight-loss treatment. Kaya Limited has since complied with the
CCPA’s order and deposited the penalty amount.
The matter of VLCC Limited came to the notice of CCPA through a complaint and monitoring of
advertisements in the slimming and beauty sector. On examination, it was found that VLCC was making
exaggerated claims of drastic weight loss and inch reduction within a single session, which went far beyond
the actual approval granted to the CoolSculpting machine, thereby misleading consumers.
The investigation revealed that the advertisements of VLCC projected CoolSculpting and related procedures
as a permanent weight-loss and size-reduction solution. Some of the alleged claims included:
“Lose up to 600g and 7 cm in 1 session”
(cid:108)
“Drop 1 Size in 1 session permanently”
(cid:108)
“Drop one size in one hour”
(cid:108)
“VLCC brings you a ground-breaking fat reduction treatment”
(cid:108)
“With Lipolaser Lose 6cm and 400g in one session”
(cid:108)
Such advertisements gave consumers the false impression that CoolSculpting guarantees permanent and
significant weight loss. In reality, the procedure is only approved for localized fat reduction in specific body
areas and only for individuals with a Body Mass Index (BMI) of 30 or less.
With respect to the US-FDA approved CoolSculpting machine CCPA observed that:
The CoolSculpting machine, manufactured by Zeltiq Aesthetics, is approved by the US-FDA only
(cid:108)
for the reduction of localized 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.
(cid:108)
Clinical trials submitted to the US-FDA included only 57 participants of Caucasian, Hispanic, and
(cid:108)
African American ethnicity, with no Indian or Asian representation.
The US-FDA has not given any specific endorsement for the use of CoolSculpting in India.
(cid:108)
By omitting these critical facts, VLCC misled consumers in violation of the Consumer Protection Act, 2019.
In addition to the monetary penalty of ₹3 lakh, CCPA has directed that VLCC must strictly adhere to thefollowing in all its future advertisements:
A. In advertisements/disclaimers, disclose prominently:
The specific body areas targeted for fat reduction.
(cid:108)
That the procedure works only for individuals with BMI of 30 or less.
(cid:108)
All inclusions and exclusions as per US-FDA approval.
(cid:108)
The demographics where the machine has been tested.
(cid:108)
B. Clearly mention: “The CoolSculpting Procedure is used for treatment of the focal fat deposits and not
weight loss” — in both advertisements and consent forms, in a clear and easily readable manner.
C. Restrict claims strictly to what has been approved by the US-FDA.
D. Inform consumers about the absence of testing on the Indian demographic and the lack of US-FDA
endorsement for India before they avail of the service.
E. Discontinue unfair and prejudicial contract clauses that attempt to escape legal liability and accountability
for the claims made.
CCPA further cautions all beauty clinics, wellness centers, and service providers using CoolSculpting
machines in India that these directions must be followed with strict adherence. Any violation will invite
stringent action under the Consumer Protection Act, 2019, including penalties, discontinuation of misleading
advertisements, and legal proceedings.
This order reinforces CCPA’s commitment to protecting consumers from false, misleading, and exaggerated
advertisements in the health, wellness, and beauty industry.
Consumers are advised to remain cautious and not fall prey to advertisements that promise instant weight loss
or permanent size reduction through CoolSculpting.
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(Release ID: 2160053)