A beauty store manager and consultant who badgered a customer into buying lymph therapy by telling her she was at risk of breast cancer have become the first people jailed under a new law against aggressive sales tactics. Cheng Lai-yin, 44, a manager of the Forever Beauty chain, and Wong Chun-chun, 35, a consultant at its store in Central, were each jailed for three months at Kowloon City Court for engaging, in relation to a consumer, in an aggressive commercial practice. A third defendant, beautician Cheng Wai-yung, 26, was given 200 hours of community service for the same offence. The three, all of whom pleaded not guilty, are the first people convicted of the offence, introduced in an amendment to the Trade Descriptions Ordinance in July 2013. Magistrate Veronica Heung Shuk-han found at an earlier hearing that the three used aggressive tactics to sell the lymph therapy to Zheng Jianhua, who went to the shop for a facial treatment on November 20, 2013. "The case is serious … [The defendants] spoke in tune and colluded together," Heung told the defendants at yesterday's sentencing. The jail sentence was a deterrent, to show the public the courts would not tolerate such "appalling behaviour". The court earlier heard that Zheng was told the manager was visiting while she was undergoing the facial treatment. At Wong's suggestion, she allowed the manager to examine her breasts. Cheng Lai-yin told her that she had found lumps in the area, which might become cancerous without treatment. Zheng said she felt bombarded by the three defendants and eventually caved in, putting down a HK$70,000 deposit for lymph therapy. She later complained to the authorities. In mitigation, barrister Victor Lu, for Wong, said his client could no longer work in the industry. Andrew Kan, for Cheng Lai-yin, said his client was "very sensitive" about breast cancer because her sister and mother-in-law had both had the disease. That was why she recommended the treatment. The magistrate reduced the jailed pair's sentences by a month at the last moment, when they agreed to give Zheng her deposit back. The number of complaints about beauty centres has increased markedly since the new law - which also covers misleading advertising and other promotional scams - took effect. The Consumer Council received 407 complaints about sales tactics in the industry last year, compared to 225 in 2013. Nelson Ip Sai-hung, chairman of the Federation of Beauty Industry, said a grey area remained in distinguishing between normal promotional tactics and threatening behaviour. But he believed the case would remind people in the industry to avoid aggressive tactics. "We would like to remind frontline sales staff not to be forceful to their clients," Ip said. "If the clients are tired and impatient, they should stop persuading them." Lam Po-chuen, head of customs' Consumer Protection Bureau, said he respected the court's decision and hoped the sentence would serve as an effective deterrent.