Italian Competition Authority (Autorità Garante della Concorrenza e del Mercato, AGCM) has fined Shein for greenwashing claims
- Fine Issued
AGCM imposed a €1 million fine on Infinite Styles Services Co. Ltd, the company operating Shein’s European websites, including it.shein.com. - Reason for Sanction
The fine stems from misleading and omissive green claims made in Shein’s online communications, particularly in sections like SHEINTHEKNOW, evoluSHEIN, and Social Responsibility. - Misleading Claims Identified
In SHEINTHEKNOW, assertions about designing a circular system or recyclability were found to be either false or confusing.
The evoluSHEIN by Design line highlighted use of green fibres with vague or omitted information regarding:
- actual environmental benefits over the full lifecycle
- how small this collection is relative to Shein’s total offering
- Regulatory Background
An investigation was originally opened in September 2024 by AGCM into potentially deceptive environmental advertising by Shein. The inquiry focused on vague, generic, or unclear sustainability claims across key site sections.
Why This Matters
Fast and super fast fashion brands like Shein are under increasing scrutiny regarding transparency and claims about sustainability.
Influencing factors include consumer sensitivity to environmental impact and laws requiring truthful, clear disclosure of product life cycle and sustainability claims.
This enforcement showcases AGCM’s commitment to protecting consumers from misleading eco advertising
You can read the original article on AGCM