Italy Fines Shein One Million Euros for Misleading Sustainability Claims
Regulator penalises Shein’s European operator over vague and exaggerated environmental marketing
Italy’s competition authority has levied a one‑million‑euro fine on Infinite Styles Services Co. Limited, the Dublin‑based operator of Shein’s European website, following a greenwashing investigation launched in September.
The regulator found that sustainability and social responsibility statements on the site—including promotions tied to the ‘evoluSHEIN by design’ collection—were often vague, generic or misleading.
Claims regarding circular design, product recyclability and the use of eco‑friendly materials were deemed inaccurate or confusing.
Additional scrutiny focused on Shein’s commitments to reduce greenhouse gas emissions by twenty‑five percent by 2030 and achieve net zero by 2050, which contradicted documented rises in emissions in 2023 and 2024.
This enforcement action marks Shein’s second major penalty in Europe within just over a month, following a forty‑million‑euro fine issued by a separate authority in July over misleading discount practices and environmental advertising.
The regulator emphasised the elevated responsibility borne by companies operating in fast and ultra‑fast fashion, citing the inherently high environmental impact of such business models.
Shein has indicated it is prepared to cooperate fully with Italian authorities during the inquiry.
The regulator found that sustainability and social responsibility statements on the site—including promotions tied to the ‘evoluSHEIN by design’ collection—were often vague, generic or misleading.
Claims regarding circular design, product recyclability and the use of eco‑friendly materials were deemed inaccurate or confusing.
Additional scrutiny focused on Shein’s commitments to reduce greenhouse gas emissions by twenty‑five percent by 2030 and achieve net zero by 2050, which contradicted documented rises in emissions in 2023 and 2024.
This enforcement action marks Shein’s second major penalty in Europe within just over a month, following a forty‑million‑euro fine issued by a separate authority in July over misleading discount practices and environmental advertising.
The regulator emphasised the elevated responsibility borne by companies operating in fast and ultra‑fast fashion, citing the inherently high environmental impact of such business models.
Shein has indicated it is prepared to cooperate fully with Italian authorities during the inquiry.
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