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Shein fined 1 million Euros by Italian regulator for greenwashing

The Italian Competition Authority (AGCM), imposed on Monday a fine of 1 million euros ($1.16million) on fast fashion online retailer Shein, founded in China for misleading its customers about the environmental impact on their products.

Shein has now been hit with a second financial sanction from a European Competition Authority in less than a week. On July 3, France fined Shein 40 million Euros for false discounts and misleading claims about the environment.

AGCM, the Italian regulatory agency, launched an investigation into "greenwashing", which led to Infinite Styles Services Co. Limited of Dublin, operating Shein's European website.

Shein didn't immediately respond to our request for comment.

AGCM stated that the environmental sustainability messages and social responsibility messages posted on Shein’s website were "sometimes vague, generic and/or too emphatic and in other cases, omitted and misinformed."

The regulator found that Shein's claims about circular system design, product recyclability and its "evoluSHEIN By Design" collection's green credentials were exaggerated.

Shein's 'evoluSHEIN By Design' collection is a line of clothes that are made with more sustainable and responsible manufacturing.

AGCM stated that consumers may be misled into thinking that the collection is made from eco-friendly material and that it's fully recyclable. "This fact, when considering the fibers used and the current recycling systems in place, is not true."

The authority was also critical of Shein's "vague, generic" commitments that would reduce greenhouse emissions to zero by 2050 and by 25% by 2030. It noted the contradictions between its increased emissions in 2023 and in 2024.

The Italian regulator stated that its overall assessment had been influenced by a "increased responsibility" placed on Shein "because they operate in a highly-polluting sector and use highly-polluting methods", such as superfast and fast fashion.

AGCM is responsible for both consumer protection and competition.

Shein stated that it was "prepared to work openly and transparently with the relevant Italian authorities to answer any inquiries" when AGCM launched its investigation last year.

Shein, founded in China, is famous for its affordable tops and dresses. Last year, reports of plans to list shares in London raised concerns about the company's environmental record and its treatment of employees.

(source: Reuters)