France is leading a significant regulatory push within the European Union to address the environmental and social impacts of ultra-fast fashion. The French government is advocating for stricter EU-wide regulations targeting online retail platforms such as Shein, Temu, and AliExpress, citing alleged violations of EU laws.
The proposed measures include empowering national authorities to delist non-compliant platforms from search engine results and restrict access to them. These global e-commerce giants face accusations of distributing counterfeit and hazardous products, alongside employing deceptive sales tactics. Shein, specifically, has already been fined €40 million in France for misleading consumers about its price reductions and environmental claims. Additionally, the French data protection authority, CNIL, imposed a €150 million penalty on Shein for improper cookie usage, a violation of GDPR regulations.
In parallel, France is introducing domestic legislation to mitigate the environmental impact of ultra-fast fashion. This bill proposes an eco-score system to evaluate products based on their environmental footprint, with brands receiving the lowest scores potentially facing taxes. The legislation also seeks to implement an advertising ban for ultra-fast fashion brands and sanctions for social media influencers who promote them. The proposed eco-tax is set to begin at €5 per item in 2025, increasing to €10 by 2030, aiming to internalize the environmental costs associated with these business models.
This comprehensive approach reflects a growing global awareness of the environmental toll exacted by the rapid production and consumption cycles characteristic of ultra-fast fashion. France's initiative is part of a broader EU effort to ensure a more sustainable and responsible digital marketplace. The legislation also mandates greater transparency, requiring retailers to provide detailed information on products' carbon emissions, resource consumption, and recyclability, with penalties for non-compliance. The French Senate's near-unanimous approval of this bill on June 10, 2025, underscores a strong political will to address these critical environmental and consumer protection issues.