Italy regulator closes P&G hair removal device probe after ad commitments
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Procter & Gamble logo is displayed at the company’s booth at the 8th China International Import Expo (CIIE) in Shanghai, China, November 5, 2025. REUTERS/Maxim Shemetov
ROME, Sept 25 (Reuters) - Italy's antitrust authority (AGCM) said on Friday it had closed its investigation into U.S. consumer goods maker Procter & Gamble's claims for a hair removal device, after the company committed to address the regulator's concerns.
The AGCM's opened in February an investigation into the allegedly misleading adverts for the Braun Skin i-Expert pulsed light epilator, considering them exaggerated and not adequately demonstrated.
P&G commited to remove the claim that the device could leave users free of body hair for two years, the watchdog said.
The group also agreed to extend for a further 6 months, until the end of December, its 100-day full purchase-price refund guarantee if the product is returned, the regulator added.
(Reporting by Anna Uras, editing by Giulia Segreti)
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