Italy fines Shein €1M over false green claims

Italy’s competition authority AGCM has fined Chinese fast-fashion giant Shein €1 million for spreading misleading environmental claims. The regulator found that Shein used vague or exaggerated language to promote its sustainability efforts, especially in its #SHEINTHEKNOW, evoluSHEIN, and Social Responsibility sections.

AGCM said Shein claimed its clothes were recyclable or made from sustainable materials without providing clear or accurate information. In reality, the fabrics used and current recycling systems do not support such claims. The company also promoted ambitious greenhouse gas targets—like cutting emissions by 25% by 2030—but reports showed that Shein’s emissions actually increased in 2023 and 2024.

In response, Shein said it cooperated fully with the investigation and updated its website to ensure all environmental claims are now specific and compliant with regulations.

This is the second major penalty Shein has faced this year. In July, France fined the company €40 million for deceptive pricing tactics and misleading eco-marketing.

Governments and regulators across Europe continue to tighten rules on greenwashing in the fast fashion industry, where companies often push cheap, disposable clothes under vague promises of sustainability.