P&G Agrees to Halt Misleading Ads for Braun Skin i-Expert

Italy's antitrust authority (AGCM) has closed its investigation into Procter & Gamble's claims for the Braun Skin i-Expert pulsed light epilator, a hair removal device. The probe was opened in February after concerns were raised about allegedly misleading advertisements.

The AGCM found that the ads exaggerated the product's effectiveness and did not adequately demonstrate its capabilities.

As part of the resolution, P&G agreed to remove the claim that the device could leave users hair-free for two years. Additionally, the company extended its 100-day full purchase-price refund guarantee from 100 days to 6 months until the end of December if the product is returned.