Italy regulator probes Procter & Gamble over misleading ads for epilator

Core Viewpoint - Italy's competition authority has initiated an investigation into Procter & Gamble for allegedly misleading advertisements regarding the Braun Skin i-Expert epilator, claiming it can keep users hair-free for two years, which the regulator deems exaggerated and inadequately demonstrated [1]. Company Summary - Procter & Gamble is facing scrutiny from Italy's competition authority over its advertising practices related to a body hair removal device [1]. - The specific product in question is the Braun Skin i-Expert epilator, which is claimed to provide long-lasting hair removal effects [1]. Regulatory Context - The investigation highlights the regulatory environment in Italy concerning consumer protection and advertising standards, particularly in the beauty and personal care sector [1].