Latest News

Back to Latest News back


Reebok fined over false claims about muscle toning shoes

Reebok fined over false claims about muscle toning shoes
October 23, 2014

The Federal Court has ordered Reebok Australia to pay $350,000 as a result of having made false claims about its EasyTone branded shoes.

The Australian Competition and Consumer Commission (ACCC) launched the court proceedings over the promotion of the shoes between September 2011 and February 2013.

The Court agreed that Reebok's claims that walking in a pair of EasyTone shoes would increase muscle tone in the wearer's calves, thighs and buttocks more than traditional walking shoes were false and misleading.

These claims were made on shoe boxes and tags as well as on information cards and booklets and in-store promotional material.

The Court said Reebok had no reasonable grounds for making the representations.

Following the judgement, ACCC's Deputy Chair Delia Rickard released a statement that read "where businesses claim their products have certain performance characteristics and benefits, they have a responsibility to ensure that those claims are accurate and supported by credible evidence.

"This is particularly important in cases such as this where it is difficult for consumers to independently verify the claims."

Reebok consented to the judgment and fine against it.

It has also agreed to provide a refund of $35 per pair of shoes purchased to customers who feel they suffered loss or damage as a result of Reebok's claims.

The ACCC's action against Reebok followed moves by its US counterpart over similar claims in that country.

Reebok has re-released the shoe but without the claims about muscle tone.

The ACCC has previously taken action on misleading conduct in relation to fitness products and services:

2012 - Fitness club pays ACCC's first infringement notice for carbon claim - The ACCC believed that that the club did not have a reasonable basis for claiming the carbon price would increase the cost of gym memberships. 

2010 - Fitness First provides ACCC with undertaking - Fitness First's promotional flyers indicated the joining fee was a ‘gold coin’ and specified an administration fee payable on joining but failed to specify, in a prominent way and as a single figure, the single total price for the membership.



Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

BioLab Australia Pty Ltd

BioGuard is Australia and New Zealand’s most trusted supplier of premium, innovative and affordable commercial water treatment systems and chemicals. BioGuard offers a comprehensive range of…

read more

Aquatics / Technology / Waterparks



NovoFit is an exciting and dynamic new company born from two of Australia’s leading commercial fitness equipment suppliers. NovoFit combines over 45 years of industry expertise, delivering state…

read more

Fitness / Recreation / Sport / Technology / Wellness


Anti Wave International

Anti Wave International is the original suppliers of top performance swim, aquatic sports, leisure and pool programming equipment. Founded in 1971, Anti Wave International is proud of its…

read more

Aquatics / Play / Sport



About Priava's Technology -  Priava is a cloud-based and centralised venue and event management system aimed at venues of all sizes. With its familiar and easy-to-use web interface, the…

read more

Attractions / Billing / Entertainment / Events / Technology



Our team believes floors should be beautiful, comfortable, and engineered for safety, even when wet. Life Floor tiles meet six unique performance based standards: slip-resistance, impact absorption,…

read more

Aquatics / Play / Recreation / Safety / Surfaces



Leisure Concepts brings the world’s leading fitness equipment brands to Australasia - these include True Fitness, Atlantis Strength, Merrithew (Stott Pilates), Intenza Fitness,…

read more

Fitness / Recreation / Technology / Wellness


Enta Australasia

As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd.  Click here to view the VIVATICKET Pty Ltd listing.  19th July 2018 - ENTA…

read more

Technology / Ticketing / Venues


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business