THE WHAT? Italy’s competition authority has closed its investigation into Procter & Gamble over advertising claims for the Braun Skin i-Expert hair removal device after the company agreed to change its marketing.
THE DETAILS The Italian Competition Authority (AGCM) opened an investigation in February into advertising for the Braun Skin i-Expert pulsed light epilator, examining whether certain product performance claims were exaggerated or inadequately substantiated. P&G has committed to remove the claim that the device could leave users free of body hair for two years. The company also agreed to extend its 100-day full purchase-price refund guarantee for a further six months, through the end of December.
THE WHY? The case highlights increasing regulatory scrutiny of performance claims for beauty and personal care devices, reinforcing the need for manufacturers and brands to ensure advertising claims are supported by sufficient evidence and communicated accurately.
Source: Reuters
