Procter & Gamble Settles Italian Antitrust Probe Over Braun Ads

The Italian Competition Authority (AGCM) closed an investigation into Procter & Gamble regarding misleading advertisements for the Braun Skin i-Expert pulsed light epilator. The probe, which began in February, focused on claims that the company exaggerated the device's results and failed to provide adequate demonstration of its effectiveness.

To resolve the regulatory matter, Procter & Gamble committed to removing the specific claim that the device could keep users free of body hair for two years. As part of the settlement, the company also agreed to extend its 100-day full purchase-price refund guarantee by six months, making the offer available until the end of December.