Shein fined again: Italian competition authority steps in over misleading green claims

This is the second similar conviction against Shein in just over a month. In July, the French consumer protection authority fined the company €40 million, also for false promotions and environmental promises.

The AGCM’s investigation began last September on suspicion of so-called “greenwashing” practices. According to the authority’s current statement, the sustainability and social responsibility messages on Shein’s website were “vague, general, exaggerated or misleading.” In particular, the presentation of the evoluSHEIN by design collection as environmentally friendly has raised concerns: the company claimed that these products are made from recyclable materials and in a responsible manner – a claim that the AGCM did not find substantiated.

According to the authority, the sustainability claims made about the collection do not correspond to the real possibilities of current recycling systems and could mislead consumers.

The AGCM also objected to Shein promising to reduce carbon emissions by 25% by 2030 and to net zero by 2050 – while the company’s latest reports show increasing emissions.

According to the authority, the company has a “higher duty of care” because it operates in a highly polluting industry and methods. The fast and ultra-fast fashion model for which Shein is known has a particularly high environmental impact – something that the authority says cannot be ignored or glossed over.

Shein is expected to continue to face increased scrutiny from European competition authorities, especially as the company prepares for a possible IPO on the London Stock Exchange.