Italy's competition authority, AGCM, has imposed a €1 million fine on Shein for misleading environmental claims. The investigation found that Shein's sustainability messages were vague and sometimes misleading, particularly regarding product recyclability and the 'evoluSHEIN by design' collection. Shein has stated that it is cooperating with AGCM and has updated its internal processes to ensure compliance with regulations.
This follows a €40 million fine imposed by French regulators on Shein in July for similar deceptive practices. The fashion industry continues to face scrutiny over environmental claims, highlighting the need for transparency and accountability in sustainability efforts.
Shein has committed to improving its environmental claims and ensuring they are clear, verifiable, and compliant with regulations. The company has also updated its website to reflect these changes.
The fashion industry is under increasing pressure to provide accurate information about the environmental impact of their products. Regulatory bodies are actively monitoring and enforcing compliance to protect consumers and promote sustainability.