Italy’s competition authority has slapped fast fashion giant Shein with a €1 million fine — for what it calls deceptive environmental messaging.
Regulators say Shein’s marketing gave consumers the impression that its products were made from sustainable or recycled materials, a claim they argue is “false and confusing.”
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-fast fashion brands across Europe, where regulators are cracking down on greenwashing and misleading discount practices.
