P&G Ditches Ad Claims for Braun IPL Device Following Italian Investigation

Procter & Gamble (P&G) has withdrawn advertising claims for its Braun Skin-SI Expert IPL hair removal device after an investigation by Italy's Autorità Garante della Concorrenza e del Mercato (AGCM).

The AGCM investigated claims that the product could provide 'hair-free for two years', which P&G agreed to remove from all advertising. The company also committed to using wording that makes no specific reference to the time required to achieve the intended effects or their duration.

P&G has extended its 100-day money-back guarantee until December 31, 2026, allowing consumers to return the device within the specified timeframe and receive a full refund of the purchase price.