Italian regulators have fined Shein €1 million (£870,000) for making unclear and misleading environmental claims about its clothing. This marks the second time in two months that European authorities have taken motion against the Chinese fast-fashion company.
Italy’s competition agency, AGCM, said messages about sustainability and social responsibility on Shein’s website were sometimes vague and over-hyped, and in other cases, omitted necessary details or deliberately gave the mistaken impression. This adds to growing criticism of the retailer, where polyester party dresses may be bought for as little as £1.60. Campaigners argue the corporate’s business model – built on low-cost, fast-turnover clothing – has helped fuel a throwaway culture and worsened textile waste. Many of the clothes on sale are made with plastic-based materials like polyester, that are hard to recycle and infrequently find yourself in landfill or incinerators shortly after purchase.
The oversupply of synthetic clothing can also be tied to a wider plastic pollution problem. A recent global report found that plastic waste could also be costing the world as much as $1.5 trillion per yr in health impacts, affecting humans from infancy to old age. And with plastic production expected to almost triple by 2060, there’s growing pressure on the style industry to rethink its heavy use of synthetic fibres. Shein, in particular, has come under fire for pushing low-cost, short-lived items into the market at scale, adding to the strain on waste systems and the environment.
Shein outlines its sustainability plans under a programme it calls “evoluSHEIN,” but AGCM said the corporate’s claims often did not delay under scrutiny.
The regulator found that the brand used vague or exaggerated language in several parts of its website, including the #SHEINTHEKNOW section and pages under a Social Responsibility label. Claims about recycling and the usage of sustainable materials were described as either confusing or inaccurate. In particular, AGCM took issue with Shein’s “evoluSHEIN by Design” line, saying the corporate overstated the sustainability of those products and appeared that they were fully recyclable – something that’s not realistic given the kinds of fibres used and the constraints of current recycling systems.
The tremendous was issued to Infinite Styles Services Co Ltd, the Dublin-based company behind Shein’s European site. In response, Shein said it had worked closely with Italian authorities, taken steps to enhance the way it presents environmental information, and updated its review process to be certain that future claims are clearer and follow the principles.
The tremendous comes shortly after French regulators fined Shein €40 million for deceptive marketing. That investigation found the corporate had misled customers about discounts and, similarly, couldn’t support a few of its environmental statements.
The Guardian reported last month that EU justice commissioner Michael McGrath said he was alarmed by reports of hazardous items being sold by Shein and its rival Temu. With around 12 million small parcels entering the EU every day from retailers outside the bloc, he warned that unsafe goods were slipping through.
Among essentially the most serious examples were baby soothers with parts that easily detached and posed choking hazards, and youngsters’s products like raincoats and shorts that didn’t meet basic safety standards. Regulators also flagged sunglasses with no UV protection and cosmetics containing banned chemicals, like Lilial, which has been linked to fertility and developmental issues and has been prohibited in the EU since 2022. The UK has also advised consumers to throw away products with the ingredient.
Beyond safety, McGrath said platforms like Shein are undercutting European businesses by sidestepping local rules. “The growth is extraordinary, and it has placed enormous pressure on the systems at member state level,” he said. “It’s not only about protecting consumers, but there may be a really serious level playing field issue here for European businesses, because they’re expected to compete with sellers who will not be complying with our rules.”
(Photo by appshunter.io)
See also: Shein accused of using manipulative online tactics in EU criticism
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