Italian authorities have fined Chinese fashion retailer Shein €1 million (£870,000) for making misleading environmental claims about its products. This marks the second time in recent months that European regulators have taken action against the company.
Italy’s competition watchdog, AGCM, found that Shein’s sustainability and social responsibility messages on its website were often “vague, generic, or exaggerated,” and in some cases outright misleading. The regulator criticized the fast-fashion giant—known for selling polyester dresses for as little as £1.60—for contributing to plastic pollution through its flood of cheap synthetic clothing.
Shein promotes its “evoluSHEIN” initiative, which focuses on ethical empowerment, environmental resilience, and waste reduction. However, AGCM ruled that the company’s claims about product sustainability and recyclability were either false or unclear. The regulator also said Shein overstated the eco-friendliness of its “evoluSHEIN by Design” collection, misleading consumers into thinking these items were fully recyclable—a claim that doesn’t hold up given current recycling capabilities.
The fine was issued to Infinite Styles Services Co Ltd, Shein’s Dublin-based European operator. In response, Shein stated it had cooperated with AGCM and had already updated its website to ensure clearer, more accurate environmental claims.
This penalty follows a €40 million fine from French regulators last month for deceptive marketing practices, including misleading discounts and unsubstantiated sustainability claims. Separately, EU officials have raised concerns about the safety of products sold by Shein and rival Temu.
(Reporting by Reuters)
