On July 3, 2025, the French Directorate-General for Competition, Consumption and Fraud Control (DGCCRF) imposed a record fine of 40 million euros on Shein, a Chinese fast-fashion retailer. This sanction was a result of deceptive commercial practices.
The investigation, conducted between October 2022 and August 2023, examined thousands of products sold on Shein's French website. The findings revealed that a significant portion of promotional offers did not represent genuine discounts or offered smaller reductions than advertised.
The DGCCRF also found that Shein had inflated prices before applying discounts and failed to consider previous promotions when displaying reference prices, misleading consumers about actual savings. Furthermore, the investigation highlighted misleading environmental claims, constituting unacceptable greenwashing practices.
In response, Shein stated that it implemented corrective actions within two months of the formal notification received in March 2024. The company also affirmed its commitment to transparency and compliance with legal and regulatory obligations in France. The DGCCRF announced it would maintain its vigilance over Shein's practices, emphasizing the importance of fair and transparent commerce to protect European consumers.