AGCM Investigates Procter & Gamble for Misleading Braun Ads

AGCM Competition Press Releases

Filed February 12th, 2026

Detected March 13th, 2026

Summary

The Italian Competition Authority (AGCM) has launched an investigation into Procter & Gamble S.r.l. concerning misleading advertising for the Braun Skin i-Expert hair removal device. The authority is concerned that claims of being 'hair-free for two years' may overstate the product's effectiveness and lack sufficient evidence.

View original document View source feed page

What changed

The Italian Competition Authority (AGCM) has initiated an investigation into Procter & Gamble S.r.l. (PS13022) regarding alleged misleading advertising practices for the Braun Skin i-Expert IPL hair removal device. The AGCM's primary concern is that claims such as 'hair-free for two years,' featured across various media channels, may overstate the product's effectiveness and are potentially not supported by adequate evidence, constituting an unfair commercial practice.

This investigation requires immediate attention from manufacturers and retailers involved in marketing similar products. Compliance officers should review current advertising claims for hair removal devices to ensure they are substantiated and do not mislead consumers regarding effectiveness or duration of results. Failure to comply with consumer protection laws can lead to investigations, potential sanctions, and reputational damage. While no specific deadline for the investigation's conclusion or compliance actions is provided, companies should proactively audit their marketing materials.

What to do next

Review advertising claims for Braun Skin i-Expert and similar products to ensure substantiation.
Verify that marketing materials do not overstate product effectiveness or duration of results.
Assess compliance with Italian consumer protection laws regarding advertising.

Source document (simplified)

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

PRESS RELEASE

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