P&G Agrees to Revise Ad Claims on Hair Removal Device

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 began in February over allegedly misleading advertisements that exaggerated the product's effectiveness. According to the AGCM, P&G agreed to remove the claim that users would be free of body hair for two years.

The company also committed to extending its 100-day full purchase-price refund guarantee by six months until December 31st. This move was in response to the regulator's concerns over the advertisements being exaggerated and not adequately demonstrated.