Italy’s competition authority has slapped rapid fashion giant Shein with a €1 million fine — for what it calls deceptive environmental messaging.
Regulators declare Shein’s marketing gave consumers the impression that its products were created from sustainable or recycled materials, a claim they argue is “false and confutilizing.”
The watchdog pointed to vague and overly emphatic language on the company’s website, particularly in sections promoting its “evoluSHEIN” line and circular economy efforts.
Shein has not publicly responded to the fine.
The penalty adds to growing scrutiny of ultra-rapid fashion brands across Europe, where regulators are cracking down on greenwashing and misleading discount practices.
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