Italy’s antitrust agency has fined the Chinese online fashion platform Shein €1 million for misleading environmental claims, it announced Monday.
“The brand, known for ‘fast’ and ‘superfast fashion’, used a deceptive communication strategy about the environmental characteristics of its products,” stated Italian competition authority AGCM in a press release.
AGCM reported that Infinite Styles Services Co. Ltd., managing Shein’s European website, made environmental claims that were sometimes vague and misleading.
Shein’s “evoluSHEIN by design” collection claims to use “green fibers” as more sustainable, yet the Italian authority pointed out these claims might inaccurately suggest that the items are “fully recyclable,” which is untrue due to the fibers used and current recycling systems.
Statements about reducing emissions by 25% by 2030 and achieving zero emissions by 2050 were presented vaguely and contradicted by an increase in Shein’s emissions in recent years, AGCM noted.
Shein responded by stating it has “strengthened internal review processes and improved its website” to ensure clear and compliant environmental claims.
Italy’s action follows France fining Shein €40 million for fake discounts and greenwashing in July. The European Commission had also targeted Shein for alleged consumer protection law violations in May.
The EU has been scrutinizing the influx of cheap parcels from Chinese sellers like AliExpress, Temu, and Shein, also investigating potential illegal product sales under the Digital Services Act.
This story has been updated.
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