Overview

• DGCCRF found that 57% of Shein’s promotions offered no real markdown, 19% fell short of advertised savings and 11% were actual price increases.
• French law requires reference prices to match the lowest charge in the previous 30 days, a rule breached by Shein’s practice of raising prices before marking items down.
• The Paris prosecutor’s office approved the €40 million sanction, marking the largest fine ever imposed by France’s competition and anti-fraud authority.
• Shein acknowledged the ruling, implementing corrective measures within two months of learning about the DGCCRF probe.
• EU consumer protection and digital services regulations now impose uniform compliance deadlines across member states, with further investigations expected.