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Italy Fines Shein Unit €1 Million Over Misleading Environmental Claims

Italy’s competition authority concluded that Infinite Styles Services misled consumers about product recyclability, misstating its environmental performance on Shein’s European platforms.

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Overview

  • The AGCM imposed a €1 million penalty on Infinite Styles Services for false and confusing sustainability messages on Shein’s EU websites.
  • Regulators found that claims of full recyclability and exclusive use of sustainable materials contradicted actual fiber content and existing recycling systems.
  • The watchdog highlighted that Shein’s promises to cut greenhouse gas emissions by 25 percent by 2030 and reach net zero by 2050 clashed with rising emissions in 2023 and 2024.
  • Shein told AFP it fully cooperated with the AGCM and promptly updated its site so that all environmental statements are clear, specific and compliant with regulations.
  • The fine underscores the EU’s growing push for rigorous consumer protection and accurate green marketing in the fast-fashion industry.