Shein fined one million euros in Italy over misleading green claims

Shein, the Chinese fast fashion behemoth, has been hit with a €1m (£870,000) fine by Italy’s competition authority, AGCM, for what it termed “misleading or omissive” environmental messaging about its products. The move follows a trend of growing scrutiny by European regulators targeting the rapid rise of low-cost online retailers and their approach to sustainability communications.

AGCM identified problems with environmental and social responsibility statements across Shein’s website, including sections such as #SHEINTHEKNOW, evoluSHEIN, and Social Responsibility. The watchdog criticised the brand’s promotional tactics as either vague or exaggerated, adding that some information was “overly emphatic” or outright misleading. Among the claims investigated were those around product circularity, recycling, and references to items being “fully recyclable”, assertions which AGCM said do not hold up when considering the types of fibres used and the true capabilities of current recycling systems.

The inquiry highlighted Shein’s “evoluSHEIN by Design” collection, noting the company’s claims of increased sustainability were overstated and potentially deceived shoppers into believing these garments were made solely from sustainable materials. This sort of greenwashing, regulators warned, could shape consumer behaviour and disadvantage competitors who more transparently disclose product credentials.

The fine was imposed upon Infinite Styles Services Co Ltd, the Dublin-based entity running Shein’s European website. In its response, Shein stated it cooperated fully with AGCM and had taken swift steps to address the authority’s concerns. The retailer reported bolstering internal review processes and updating its website to ensure future environmental claims comply with regulations and avoid ambiguity.

This penalty comes on the heels of another major sanction from French regulators, who last month fined Shein €40m for deceptive commercial practices, including misleading discount offers and unsubstantiated environmental assertions. European regulatory bodies have intensified their oversight of the fast fashion sector, echoing wider calls—from EU officials and consumer groups alike—for greater transparency and veracity in environmental marketing statements.

Questions remain about the long-term future of fast fashion giants in Europe as oversight increases, with customers and legislation demanding ever more clarity on sustainability. The recent fines signal a warning to digital disruptors in fashion that misleading communications around green credentials will increasingly come at a financial cost.