Shein Faces €1 Million Fine in Italy Over Misleading Green Claims

Shein Hit with €1 Million Fine by Italian Regulator

Shein, the China-based fast fashion retailer, has been hit with a €1 million fine by Italy’s competition authority, AGCM, for misleading environmental claims on its website. This penalty follows a similar fine imposed by France, highlighting growing scrutiny of Shein’s environmental practices.

The Focus of Italy’s Investigation into Shein

The fine was imposed on Infinite Styles Services Co. Limited, which operates Shein’s European website. After an investigation that started in September 2024, AGCM found several misleading claims regarding Shein’s sustainability efforts, which were vague and, in some cases, false.

Misleading Claims About the ‘evoluSHEIN by Design’ Collection

Shein’s “evoluSHEIN by design” collection was promoted as using sustainable and recyclable materials. However, AGCM revealed that these claims were overstated, as the fibres used in the collection are not fully recyclable, and current recycling systems cannot handle them effectively.

Vague and Unsubstantiated Sustainability Pledges

AGCM also flagged Shein’s general sustainability commitments, such as pledges to cut emissions by 25% by 2030 and reach net-zero emissions by 2050. These vague statements raised concern, especially since Shein’s emissions increased in 2023 and 2024, undermining the legitimacy of their promises.

Shein’s Response to the Fine and Future Actions

In response to the fine, Shein stated that it had fully cooperated with the investigation and had taken steps to improve its environmental claims. The company committed to making its claims clearer, verifiable, and compliant with regulatory standards.

The Growing Scrutiny of Fast Fashion’s Environmental Impact

This fine is part of a broader trend of increasing scrutiny on fast fashion brands and their environmental practices. With the fashion industry being one of the highest-polluting sectors globally, companies like Shein face mounting pressure to be transparent and responsible.

What Consumers Should Know About Shein’s Environmental Claims

Consumers should remain cautious about sustainability claims made by fast fashion brands. As Shein’s case shows, it’s important for companies to back up their claims with clear, verifiable evidence. Without proper transparency, these claims can easily mislead shoppers who are seeking eco-friendly products.

Source: Reuters

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