Italy’s Competition Authority Fines Shein Over Environmental Impact Claims

Italy’s competition authority, Autorità Garante della Concorrenza e del Mercato (AGCM), has imposed a one million euro fine on Shein’s European operator, Infinite Styles Services Limited, for misleading customers on the environmental impact of its products.

The sanction follows a greenwashing investigation launched in September 2023 and comes weeks after France fined Shein 40 million euros for similar issues. AGCM said Shein’s environmental and social responsibility claims were vague, misleading, or overstated, particularly regarding its ‘evoluSHEIN by design’ collection, which was promoted as eco-friendly and recyclable despite material and recycling limitations. The regulator also criticised Shein’s emission reduction pledges, noting increased emissions in 2023 and 2024. Shein has not responded to the Italian ruling but previously said it would cooperate with authorities.