Fast-fashion e-commerce giant Shein faces scrutiny as regulators crack down on misleading fast‑fashion claims.
Global e-commerce platform Shein has been fined €1 million ($1.15 million) by Italy’s antitrust authority. In a move by European regulators to rein in fast‑fashion greenwashing, the brand is being fined for misleading environmental claims.
The penalty, announced on 4 August 2025, follows an investigation into Shein’s sustainability messaging on its European website. Autorità Garante della Concorrenza e del Mercato, the Italian regulator, revealed that the Chinese retailer overstated its eco‑efforts through recyclability statements and promotions for its “evoluSHEIN by Design” line. The line makes up only a small share of the brand’s massive catalogue.
Investigators also found that some of Shein’s environmental statements were “vague, generic, or misleading.” They also flagged the company’s pledges to cut greenhouse‑gas emissions by 25% by 2030 and reach net zero by 2050, noting that its emissions have actually risen in recent years.
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A pattern of scrutiny for the fast fashion brand
The ruling comes just weeks after France imposed a €40 million fine on Shein for misleading pricing and environmental messaging. This highlights the European Union’s increasing clampdown on fast-fashion brands. The Chinese retailer has faced repeated criticism in recent years, including a 2023 Channel 4 investigation that revealed labour law violations at some of its supplier factories.
In response to the Italian ruling, Shein said it cooperated fully with AGCM by updating its website. It also claims to be strengthening its internal review processes to ensure all environmental claims are clear, specific, and compliant.
With Nigerian shoppers increasingly turning to fast fashion brands for affordable trends, these developments reflect recent reports highlighting the health risks linked to fast‑fashion brands like Shein and Temu.
