Italy Closes P&G Probe Over Braun Hair Removal Ads

The Italian antitrust authority, AGCM, has closed its investigation into Procter & Gamble's (P&G) hair removal device, the Braun Skin i-Expert pulsed light epilator. The probe, initiated in February, was launched due to concerns over the allegedly misleading advertisements for the product, which were deemed exaggerated and not adequately demonstrated.

P&G has now committed to rectify these issues, according to the regulator. The company has agreed to remove the claim that the device can provide users with two years of hair-free skin. Additionally, P&G has extended its 100-day full purchase-price refund guarantee for an extra six months, until the end of December, if the product is returned.

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