Key Moments
- Italy’s antitrust authority closed its probe into Procter & Gamble’s marketing of the Braun Skin i-Expert pulsed light epilator after the company offered corrective measures.
- P&G committed to withdraw advertising claims that the device could keep users free of body hair for two years.
- The company agreed to extend its 100-day full purchase-price refund guarantee for returns by an additional 6 months, until the end of December.
Regulator Ends Probe Into Advertising Practices
Italy’s antitrust authority (AGCM) in Rome said on Friday that it has closed its investigation into U.S. consumer goods group Procter & Gamble’s promotional claims for a hair removal device, following commitments made by the company to resolve the regulator’s concerns.
The probe, which the AGCM opened in February, focused on what it deemed allegedly misleading advertising for the Braun Skin i-Expert pulsed light epilator. The authority viewed certain claims as exaggerated and not sufficiently substantiated.
Key Commitments Made by Procter & Gamble
As part of its undertakings to the watchdog, Procter & Gamble agreed to remove the specific claim that the Braun Skin i-Expert device could leave users free of body hair for two years.
The regulator also noted that the group committed to enhance its consumer guarantee. Procter & Gamble will extend its 100-day full purchase-price refund guarantee, applicable if the product is returned, by an additional 6 months, running until the end of December.
Summary of AGCM Case and Outcome
| Aspect | Details |
|---|---|
| Regulator | Italy’s antitrust authority (AGCM) |
| Company | Procter & Gamble |
| Product | Braun Skin i-Expert pulsed light epilator |
| Issue Investigated | Allegedly misleading and exaggerated advertising claims |
| Key Claim Withdrawn | Ability to keep users free of body hair for two years |
| Consumer Guarantee | 100-day full purchase-price refund if returned |
| Guarantee Extension | Extended for 6 months, until the end of December |
| Outcome | Investigation closed after commitments by Procter & Gamble |
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