Procter & Gamble S.r.l. has removed claim that its device delivers lasting results for two years and extended for a further 6 months its 100-day full purchase-price refund guarantee if the product is returned

The Italian Competition Authority has closed with commitments its investigation into Procter & Gamble S.r.l. The case concerned the adverts used in the marketing campaign for the Braun Skin i-Expert IPL hair removal device, which highlighted the product’s effectiveness through the claim “hair-free for two years” (or similar).

The Authority made binding a number of commitments offered by Procter & Gamble to address the concerns raised during the investigation. In particular, the company agreed to remove the claims under scrutiny from all forms of product advertising. It also agreed to use wording that makes no specific reference to the time required to achieve the intended effects or to their duration, removing any promise to deliver results lasting two years. Particularly noteworthy is the commitment to extend the “100-day money back guarantee” until 31 December 2026 (otherwise valid until 30 June 2026), to allow consumers to return the hair removal device within 100 days, without any restrictions, and receive a full refund of the purchase price.

Rome, 25 September 2026

Text of the decision

Text of the commitments