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Italy Fines Shein €1 Million for Misleading Environmental Claims

By  |  August 4, 2025

Italy’s antitrust and consumer protection agency has fined online fast-fashion giant Shein €1 million ($1.16 million) for what it described as misleading environmental marketing practices, marking the second major European penalty levied against the retailer in just over a month.

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    According to Reuters, the Italian Competition Authority (AGCM) imposed the sanction on Infinite Styles Services Co. Limited, the Dublin-based company operating Shein’s European website. The fine follows a months-long investigation launched in September 2023, examining the accuracy of Shein’s sustainability messaging.

    AGCM found that Shein’s claims regarding environmental responsibility and product sustainability were frequently exaggerated, ambiguous, or outright misleading. In particular, the regulator said the company’s messaging around circularity and recyclability was either false or confusing to consumers. Reuters reports that AGCM took specific issue with Shein’s “evoluSHEIN by design” collection, which was presented as environmentally responsible but did not meet the standards implied by the promotional language.

    The watchdog stated that customers might incorrectly assume that items in the collection are fully recyclable—a claim not supported by the current recycling systems or the actual materials used.

    Read more: Shein Warns of Higher Costs for French Shoppers Amid EU Fee Proposal

    “Shein’s environmental messaging was at times vague, generic, and overemphasized,” AGCM concluded, adding that some details were also omitted altogether. The authority emphasized the heightened responsibility of the company, citing its position in a “highly polluting sector” with equally polluting operational methods.

    The decision follows a separate enforcement action in France. On July 3, French authorities fined Shein €40 million for similar offenses involving deceptive discount practices and overstated environmental claims.

    In response to the Italian fine, Shein said in a statement that it had “cooperated fully with AGCM” and had already implemented changes to address the regulator’s concerns. The company added that it had strengthened internal review procedures and revised its website to ensure environmental claims are “clear, verifiable, and compliant with regulations.”

    Despite marketing commitments to reduce greenhouse gas emissions by 25% by 2030 and to achieve net-zero emissions by 2050, AGCM noted that Shein’s emissions have continued to rise through 2023 and 2024.

    Per Reuters, the AGCM stated that these rising emissions, combined with vague promises and questionable advertising, contributed to its decision to penalize the company under both consumer protection and fair competition frameworks.

    Source: Reuters