Italian Antitrust Fines Shein One Million Euros for Misleading Green Claims

Rome: Italy’s Antitrust Authority (AGCM) announced on Monday that it is imposing a fine of one million euros on Infinite Styles Services Co Ltd, the company responsible for managing Shein’s trading websites across Europe. The penalty is due to misleading claims regarding the environmental benefits of the fast-fashion brand’s products.

According to Ansa News Agency, the AGCM highlighted that Shein used claims to promote its evoluSHEIN by Design line, emphasizing the use of “green” fibers without clearly specifying the actual environmental benefits throughout the full life cycle of these products. Additionally, the authority noted that Shein failed to clarify that this line represents only a small portion of the overall Shein-branded offerings.

The AGCM’s findings suggest that the claims may mislead consumers into believing that the evoluSHEIN by Design collection is made entirely from “sustainable” materials and that its products are fully recyclable. This impression does not align with reality, considering
the types of fibers used and the capabilities of current recycling systems.

Furthermore, the authority pointed out inconsistencies in Shein’s statements about its environmental goals. The company’s claims of intending to reduce greenhouse gas emissions by 25% by 2030 and to achieve zero emissions by 2050 are presented in a vague manner. This is further contradicted by an actual increase in Shein’s greenhouse gas emissions during 2023 and 2024, as noted in the Social Responsibility section of the company’s communications.