Italy’s competition authority has closed an investigation into advertising for Procter & Gamble’s Braun Skin i-Expert hair-removal device after the company agreed to withdraw a disputed performance claim and extend its refund offer.
The AGCM opened the proceeding in February over statements that the pulsed-light device could leave users free of body hair for two years. The authority questioned whether that promise was adequately demonstrated and whether the campaign exaggerated the product’s effects.
P&G committed to remove the two-year claim. It also agreed to keep a 100-day, full-price refund guarantee available for another six months, through the end of December. The regulator accepted those commitments and ended the case without announcing a fine.
Closing a commitments case is not the same as a judicial finding that every challenged advertisement was unlawful. The procedure lets a company alter its conduct in a way the authority considers sufficient to address competition or consumer-protection concerns, avoiding a longer merits determination.
The practical result is immediate: the contested duration claim must disappear from Italian marketing, while buyers retain an extended route to return the device. The regulator can revisit compliance if the commitments are not carried out as promised.
