Overview

• Italy’s competition authority AGCM fined Infinite Styles Services Co. Ltd, the Dublin-based manager of Shein’s European sites, €1 million for misleading environmental claims.
• The regulator ruled that sustainability messages on Shein’s “Social Responsibility,” “#SheinTheKnow” and “evoluSHEIN” pages were vague, generic or deceptive.
• AGCM highlighted that pledges to reduce greenhouse gas emissions by 25 percent by 2030 and achieve net zero by 2050 were too vague and contradicted by rising emissions in 2023 and 2024.
• This sanction follows France’s €40 million penalty in July under EU digital services and consumer protection rules targeting deceptive pricing and greenwashing in fast fashion.
• Shein said it fully cooperated with the investigation and has strengthened its internal review processes to make all environmental claims clear and compliant.