Italy’s competition authority (AGCM) has fined fast-fashion retailer Shein €1 million for deceptive environmental marketing.
According to Reuters, the sanction was imposed on Infinite Styles Services Co. Limited, the Dublin-based operator of Shein’s European website, following an investigation launched in September 2023.
According to AGCM, Shein used vague or exaggerated claims around sustainability and circularity, particularly in its evoluSHEIN by design collection. The authority said consumers may have been misled into believing the products were fully recyclable, despite the limitations of the materials and of current recycling systems.
The regulator also criticised Shein’s climate pledges as lacking clarity, noting that the company’s emissions have increased over the past two years. Shein says it cooperated with the investigation and has since updated its website and internal reviews.
This is the second fine imposed on Shein by a European authority in just over a month. In early July, France’s DGCCRF fined the company €40 million for similar violations.
