Italy’s antitrust watchdog, the Autorità Garante della Concorrenza e del Mercato (AGCM), has imposed a €1 million ($1.15 million) fine on Shein for deceptive environmental marketing practices. The penalty was levied against Infinite Styles Services Co. Limited, the Dublin-based entity managing Shein’s European operations, following an investigation initiated in September 2024.
The AGCM found that Shein misled consumers with vague and exaggerated claims about the environmental sustainability and social responsibility of its products. In particular, the authority criticised statements related to the ‘evoluSHEIN by design’ collection, which was marketed as being made from more sustainable materials. The regulator said these claims were either false or misleading, especially regarding the recyclability of the fabrics used.
“Shein’s website featured messages that were sometimes generic and overly emphatic, and in other instances omitted key information or conveyed misleading impressions,” the AGCM stated. It also noted that the fast fashion retailer’s commitments to cut greenhouse gas emissions — including pledges to reduce emissions by 25% by 2030 and reach net zero by 2050 — lacked clarity and credibility, especially in light of the company’s rising emissions in 2023 and 2024.
This is the second such sanction for Shein in Europe in just over a month. On 3 July, France’s consumer watchdog fined the company €40 million over misleading environmental claims and the use of fake discounts.
In response to the Italian ruling, Shein said it had cooperated fully with the investigation and had taken immediate action. “We have strengthened our internal review processes and improved our website to ensure that all environmental claims are clear, verifiable, and compliant with regulations,” the company said in a statement.
AGCM underscored that its decision was influenced by Shein’s significant environmental footprint, citing the company’s operations in what it described as a “highly polluting sector employing highly polluting methods.”
