Italy Fines Shein €1 Million Over Misleading Environmental Claims

Shein Hit With Second European Fine in Two Months

The Italian Competition Authority (AGCM) has fined Shein €1 million (£870,000) for making “misleading or omissive” environmental claims on its website. The decision comes as part of increasing European scrutiny over the Chinese-owned fast fashion platform’s green marketing practices.

Vague and Overly Emphatic Sustainability Claims

AGCM’s investigation revealed that Shein’s messaging on environmental sustainability and social responsibility was, in many cases, either too generic or overly emphatic, lacking any substantive proof. In other instances, the claims were deemed misleading, potentially giving consumers a false impression of eco-consciousness.

“These messages lacked clarity and transparency, failing to provide real, verifiable information,” the authority said in a statement.

A Pattern of Greenwashing Accusations

This is the second time in as many months that Shein has been penalized by a European regulator. The platform, notorious for selling items at ultra-low prices—some as cheap as £1.60—has been frequently accused of greenwashing, a practice where brands exaggerate or fabricate their environmental efforts to appeal to conscious consumers.

Mounting Pressure on Fast Fashion

The fine reflects a growing European effort to hold fast fashion companies accountable for transparency and sustainability. Shein, which has soared in popularity among younger consumers, faces ongoing criticism not just for its environmental footprint but also for labor practices and supply chain opacity.

🧾 FAQs: Shein and the €1 Million Fine

Why was Shein fined in Italy?

Shein was fined €1 million by Italy’s AGCM for making misleading environmental claims, including vague or unverifiable messages about sustainability and social responsibility on its website.

Is this the first time Shein has been fined in Europe?

No. This marks the second fine in two months from European regulators targeting Shein’s marketing practices.

What is “greenwashing”?

Greenwashing is when companies falsely present themselves as environmentally responsible, often through exaggerated, misleading, or unsubstantiated claims to attract eco-conscious consumers.

What kind of products does Shein sell?

Shein is known for ultra-fast fashion, offering extremely low-cost apparel and accessories—often polyester-based—with thousands of new items uploaded daily.

What are the wider implications for fast fashion?

The fine signals a stronger regulatory push across Europe to demand transparency and accountability from fast fashion brands, especially regarding environmental and labor practices.

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