Finance
Italy regulator probes Procter & Gamble over misleading ads for epilator
Published by Global Banking & Finance Review®
Posted on February 12, 2026
1 min readLast updated: February 12, 2026
Global Banking & Finance Review®
Company
Published by Global Banking & Finance Review®
Posted on February 12, 2026
1 min readLast updated: February 12, 2026
Italy's competition authority is investigating Procter & Gamble for allegedly misleading ads about the Braun Skin i-Expert epilator, claiming exaggerated effectiveness.
ROME, Feb 12 (Reuters) - Italy's competition authority said on Thursday it had opened an investigation against U.S. consumer goods maker Procter & Gamble over allegedly misleading adverts for a body hair removal device.
In a statement, the regulator said advertising for the Braun Skin i-Expert epilator claiming that it could leave users free of body hair for two years are exaggerated and not adequately demonstrated.
(Reporting by Alvise Armellini, editing by Claudia Cristoferi)
Consumer perception refers to the way individuals interpret and make sense of information about products and brands, influencing their purchasing decisions and overall satisfaction.
Advertising is a marketing communication strategy used to promote products or services through various media channels, aiming to inform, persuade, and remind consumers.
A regulatory framework consists of rules, guidelines, and laws established by authorities to govern the behavior of businesses and protect consumers in the market.
Competition in business refers to the rivalry among companies to attract customers and increase market share, often leading to improved products and services.
Market conditions refer to the various factors that influence the supply and demand for goods and services in a market, including economic trends, consumer behavior, and competition.
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