Italy’s competition authority has launched a probe into Procter & Gamble (P&G) over potentially misleading advertising.
Autorità Garante della Concorrenza e del Mercato (AGCM) said in a statement that it was concerned that adverts for the company’s Braun Skin-i Expert hair removal device may have misled consumers by overstating its effectiveness.
The marketing campaign for the device highlighted the product’s effectiveness and how long the results last, said the AGCM.
According to the watchdog, this may amount to an unfair commercial practice.
“In the authority’s view, the adverts shown on a range of communication channels (television, 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,” said the AGCM.
“The authority is also concerned that these claims may not be backed by sufficient evidence.”
In a statement given to Cosmetics Business, a P&G spokesperson said: “We always strive to uphold the highest standards when it comes to our advertising and have a rigorous process to verify all claims are based on proven performance data.
“We will cooperate fully with AGCM's process with the same transparency.”