Italy regulator probes Procter & Gamble over misleading ads for epilator
ReutersFeb 12, 2026 5:39 PM
ROME, Feb 12 (Reuters) - Italy's competition authority said on Thursday it had opened an investigation against U.S. consumer goods maker Procter & Gamble PG.N over allegedly misleading adverts for a body hair removal device.
In a statement, the regulator said advertising for the Braun Skin i-Expert epilator claiming that it could leave users free of body hair for two years are exaggerated and not adequately demonstrated.
In a comment sent to Reuters via email, Procter & Gamble said it upheld strict advertising standards and had "a rigorous process in place to verify that all claims are based on proven performance data".
The company also said it was ready to cooperate transparently with Italy's competition authority.
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