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Italy opens greenwashing probe into Shein website

Italy's antitrust agency has launched an examination into a Dublinbased business that runs Shein's website and app over possible misleading environmental claims made on the fastfashion merchant's. website.

The examination targets Infinite Styles Services CO. Limited and implicates Shein's site of attempting to convey an. picture of production and commercial sustainability of its. garments through generic, vague, confusing and/or misleading. environmental claims, Italy's antitrust authority said in a. statement.

Shein said it is ready to cooperate honestly with relevant. Italian authorities, providing the essential assistance and. info to address any questions.

The Italian authority stated that some of the info on. the clothes collection 'evoluSHEIN', declared to be. sustainable, might deceive customers about the amount of green. materials used, while likewise stopping working to inform them about the fact. the garments can not be more recycled.

It likewise said that Shein's site appears to emphasise a. commitment to decarbonisation which appears to be contradicted by. the increase in greenhouse gas emissions shown in Shein's. sustainability reports for 2022 and 2023.

Founded in China, Shein is known for its low-cost tops and. gowns. Its treatment of workers and environmental record have. come under increased scrutiny following reports that it could. list its shares in London.

Under European Union anti-greenwashing guidelines that came. into force this year and will use in all member states in two. years' time, business are banned from making unclear. environmental claims about their products, like identifying them. energy effective or environmentally friendly if they do not. provide proof to back them up.

Italy's antitrust body, in addition to dealing with. competitors problems, is also in charge of customer security. It. has actually just recently opened examinations into online search giant. Google and high-end brands Armani and Dior.

Under Italian legislation, business discovered in breach of. consumer rights rules deal with fines ranging from 5,000 euros to 10. million euros ($ 5,590-$ 11.2 million).

Shein has its Europe, Middle East and Africa headquarters in. Dublin. Its worldwide head offices remain in Singapore.

(source: Reuters)