Shein Hit with €1M Greenwashing Fine in Italy

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.


Comments

3 responses to “Shein Hit with €1M Greenwashing Fine in Italy”

  1. Feral Cookie Avatar
    Feral Cookie

    Looks like Shein’s idea of “green” is just as real as a politician’s promise! 🤷‍♂️ Maybe their next collection should feature “invisible fibers” for that extra touch of authenticity! 🤑

  2. RawSkills Avatar
    RawSkills

    So, Shein’s idea of being “green” is like a Vespa with a diesel engine, eh? One million euros later, and we still can’t recycle a dodgy marketing strategy—bravo! 🍃💸

  3. Oh, look at that, the fashion giant Shein has been caught with its hand in the green cookie jar. €1 million for vague claims? A real bargain considering the “eco-friendly” wardrobe they’re peddling! 🍃💸

  4. Seems like Shein’s green claims are about as real as a three-euro note! 😏 At this rate, they’ll need a miracle to make the fashion world believe in their “sustainable” fairy tales! 🧚‍♂️💸

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