Italy's antitrust agency, AGCM has fined the Chinese online fast-fashion platform Shein €1 million for making misleading green claims.
The Italian competition authority alleged, operating in the 'fast' and 'superfast fashion' sectors, Shein adopted a misleading communication strategy regarding the characteristics and environmental impact of its clothing products
The environmental claims shared by operator of Shein’s website in Europe, Infinite Styles Services Co are‘in some instances, vague, generic, and/or overly emphatic, and in others, misleading or omissive, notes’AGCM
Shein promotes its ‘evoluShein by design’ collection and the use of ‘green fibers’ as more sustainable.
However, the Italian authority notes, these statements may lead consumers to think that the collection is ‘fully recyclable,’ which it considers to be untrue given fibers used and the recycling systems currently in place.
In a statement to Politico, Shein said, it took immediate action to address the concerns,’ and has ‘strengthened their internal review processes and improved their website to ensure that all environmental claims are clear, specific, and compliant with regulation.
Italy is the second country in Europe to crack down on Shein after France fined the company €40 million for fake discounts and greenwashing in July.
The European Commission in May targeted Shein for alleged violations of consumer protection law involving fake discounts and misleading sustainability claims.
The EU has in recent months been taking a closer look at the millions of cheap parcels that enter the market every day — the vast majority of which from Chinese traders like AliExpress, Temu and Shein. These companies have also been probed over the potential sale of illegal products under the Digital Services Act.
