London - Gwyneth Paltrow’s lifestyle company Goop has agreed to pay out £113 000 (about R2.2-million) after doctors branded an egg claimed to boost women’s energy levels as "ridiculous and dangerous".
The actress and self-styled wellness guru, 45, had insisted the £55 Jade Egg would improve energy if kept in the vagina all day.
Goop claimed the egg would help women achieve orgasms, improve vaginal muscle tone, balance hormones and raise "feminine energy".
But gynaecologists said it could increase the risk of bacterial vaginosis or deadly toxic shock syndrome.
The Oscar-winning actress’s brand agreed the £113 000 payout to settle allegations it made unscientific claims about the benefits of three products. It will also offer refunds to women who bought the egg.
The company’s Jade Egg, Rose Quartz Egg and Inner Judge Flower Essence Blend were pinpointed by trading standards bosses.
A lawsuit was filed by ten American state counties alleging Goop did not have scientific backing for the touted health benefits of its line of vaginal eggs.
Dr Jen Gunter was among health experts calling the eggs dangerous and ridiculous. She said Goop claims were a "pile of garbage" and "quite simply, biologically impossible". Santa Clara County District Attorney Jeff Rosen said: "We will vigilantly protect consumers against companies that promise health benefits without the support of good science – or any science."
District Attorney Nancy O’Malley added: "False claims that assure consumers of specific health outcomes can put the public at risk."
In addition to the settlement, Goop agreed to stop making claims about the eggs’ effectiveness.
The eggs are among a number of bizarre health products promoted on the star’s website.
Focusing on "holistic health and wellbeing", Goop has been criticised by doctors for promoting products with little-to-no scientific backing.
Goop made another bold claim for vaginal steaming, which it said would help cleanse the body’s insides and ‘balance energy levels’. But health experts warned it would leave users at risk of burns, with hot steam potentially damaging the lining between the bladder and the rectum.