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 action 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, left out important details or deliberately gave the wrong impression. This adds to growing criticism of the retailer, where polyester party dresses can be bought for as little as £1.60. Campaigners argue the company’s business model – built on cheap, fast-turnover clothing – has helped fuel a throwaway culture and worsened textile waste. Many of the garments on sale are made with plastic-based materials like polyester, which are hard to recycle and often end up in landfill or incinerators shortly after purchase.
The oversupply of synthetic clothing is also tied to a wider plastic pollution problem. A recent global report found that plastic waste may be costing the world up to $1.5 trillion per year in health impacts, affecting humans from infancy to old age. And with plastic production expected to nearly triple by 2060, there’s growing pressure on the fashion 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 company’s claims often failed to hold up 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 use of sustainable materials were described as either confusing or inaccurate. In particular, AGCM took issue with Shein’s “evoluSHEIN by Design” line, saying the company overstated the sustainability of those products and gave the impression that they were fully recyclable – something that’s not realistic given the types of fibres used and the limitations of current recycling systems.
The fine 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 improve how it presents environmental information, and updated its review process to make sure future claims are clearer and follow the rules.
The fine comes shortly after French regulators fined Shein €40 million for deceptive marketing. That investigation found the company had misled customers about discounts and, similarly, couldn’t support some 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 each day from retailers outside the bloc, he warned that unsafe goods were slipping through.
Among the most serious examples were baby soothers with parts that easily detached and posed choking hazards, and children’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 is a very serious level playing field issue here for European businesses, because they are expected to compete with sellers who are not complying with our rules.”
(Photo by appshunter.io)
See also: Shein accused of using manipulative online tactics in EU complaint
Find out more about the Digital Marketing World Forum series and register here.
