Italy's antitrust authority has closed its investigation into Procter & Gamble's Braun Skin i-Expert hair removal device. The probe was initiated due to concerns that advertising claims, particularly about being "hair-free for two years," were exaggerated and lacked sufficient evidence. P&G committed to removing the two-year claim and extending a full purchase-price refund guarantee.
The closure of the investigation signifies that Procter & Gamble has successfully navigated regulatory scrutiny over its advertising claims for a key consumer product, avoiding potential fines or mandated changes to marketing practices.
Italy's antitrust authority (AGCM) announced on Friday that it has concluded its investigation into Procter & Gamble's Braun Skin i-Expert pulsed light epilator. The probe, which began in February, focused on advertising claims that suggested users could remain "hair-free for two years." The regulator considered these claims to be potentially exaggerated and not adequately demonstrated.
Procter & Gamble has committed to addressing the AGCM's concerns. Specifically, the company agreed to remove the claim of being hair-free for two years. Additionally, P&G will extend its existing 100-day full purchase-price refund guarantee for the product by an additional six months, making it valid until the end of December.
The investigation highlighted increasing scrutiny by European regulators on advertising practices in the beauty and personal care sector, particularly for high-tech devices. The AGCM's action underscores the expectation that durability and performance claims in marketing must be supported by sufficient evidence to avoid misleading consumers.
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