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