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.