Italian Competition Authority

02/12/2026 | Press release | Distributed by Public on 02/12/2026 01:07

PS13022 - The Italian Competition Authority launches investigation into Procter & Gamble S.r.l. for misleading advertising

PS13022 - The Italian Competition Authority launches investigation into Procter & Gamble S.r.l. for misleading advertising


PRESS RELEASE


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Authority concerned that adverts for the Braun Skin-i Expert hair removal device may have misled consumers by overstating its effectiveness

The Italian Competition Authority has launched an investigation into Procter & Gamble S.r.l. amid concerns that the marketing campaign for the Braun Skin i-Expert IPL hair removal device - which highlighted the product's effectiveness and how long the results last - may amount to an unfair commercial practice.

In the Authority's view, the adverts shown on a range of communication channels (TV, social media, a dedicated website, in-store materials and outdoor billboards) - featuring the claim "hair-free for two years" (or similar) - may mislead consumers by overstating the effectiveness of the device. The Authority is also concerned that these claims may not be backed by sufficient evidence.

Rome, 12 February 2026

Italian Competition Authority published this content on February 12, 2026, and is solely responsible for the information contained herein. Distributed via Public Technologies (PUBT), unedited and unaltered, on February 12, 2026 at 07:07 UTC. If you believe the information included in the content is inaccurate or outdated and requires editing or removal, please contact us at [email protected]