Shein Fined €1 Million in Italy for Misleading Environmental Claims

Shein, the Singapore-headquartered fast-fashion retailer, has been fined €1 million by Italy's Competition Authority (AGCM) for making misleading environmental claims on its websites and marketing materials. The authority criticized Shein for vague, generic, and inaccurate claims about product recyclability, the use of sustainable fibers, and emissions reduction targets, which contradicted actual increases in greenhouse gas emissions reported in 2023 and 2024. The fine follows an investigation that highlighted Shein's significant responsibility given its role in the highly polluting disposable fashion sector. This penalty adds to a recent €40 million fine imposed by French authorities for deceptive pricing tactics, bringing total fines from Italy and France to over €41 million within a month. Shein has stated it is cooperating with regulators and is working to improve its sustainability communications and compliance. The company's sustainability efforts face challenges due to high emissions linked mainly to its extensive network of independent suppliers and increased use of air freight.