Italy’s antitrust watchdog, AGCM, has slammed Chinese-founded fast-fashion giant Shein with a €1 million fine for allegedly misleading consumers over the environmental impact of its products. The regulator said on Monday that some of the sustainability and social responsibility claims displayed on Shein’s website were vague, exaggerated or outright deceptive.
This marks the retailer’s second major sanction in Europe in just over a month, following a €40 million penalty from France in July for similar concerns over fake discounts and misleading eco-friendly promotions.
The Italian probe, launched in September 2023, targeted Infinite Styles Services Co. Limited, the Dublin-based company operating Shein’s European platform. According to AGCM, the company’s marketing of its “evoluSHEIN by design” collection overstated its eco credentials, suggesting that the garments were made from fully recyclable materials, a claim regulators said was untrue given the fibres used and the current recycling systems available. The watchdog criticised Shein’s references to circular design, recycling and sustainability as confusing to customers.
AGCM also questioned Shein’s public commitments to cut greenhouse emissions by 25 per cent by 2030 and achieve net-zero by 2050, describing the pledges as “generic” at a time when the company’s emissions were reportedly rising in 2023 and 2024. The regulator stressed that Shein must maintain a higher level of responsibility because it operates in what it called a “highly polluting sector using highly polluting methods”.
In response, Shein said it had fully cooperated with the Italian authorities during the investigation and had already taken steps to make its website and environmental messaging clearer and more verifiable. “We have strengthened our internal review processes to ensure all environmental claims are transparent and compliant,” the company stated. The ruling adds pressure on the fast-fashion retailer as European regulators step up scrutiny over greenwashing and consumer protection in the booming online apparel market.