05.08.2025
2 min
487
The Italian antitrust regulator AGCM has fined Shein €1 million for misleading “green” advertising regarding the alleged environmental friendliness of its products. The investigation found that the brand’s high-profile claims about sustainability, recycling and environmental initiatives were either unsubstantiated or deliberately omitted key details.
The AGCM found that Infinite Styles Services Co. Ltd, which operates Shein in Europe, used vague, exaggerated and misleading language in its #SHEINTHEKNOW, evoluSHEIN and Social Responsibility sections. For example:
In the evoluSHEIN by Design section, Shein talked about “green fibers” but did not specify what benefits this provided over the life cycle of the clothing.
The company gave the impression that the collection was entirely sustainable and 100% recyclable, when in practice this was not the case.
Promises to reduce emissions by 25% by 2030 and reach zero by 2050 were vague and, worse, contradicted the actual increase in emissions in 2023-2024.
The AGCM stressed that the fast fashion sector has an increased obligation to be honest with consumers, as these brands are the ones who create a serious environmental burden.
After a similar €40 million fine from France in July, this sanction is the second blow to Shein from European regulators in a few weeks. The focus is not only on advertising, but also on the brand’s overall communication, which, according to the AGCM, distorts the perception of Shein’s real impact on the environment.
The AGCM’s fine is a signal to the entire fast fashion sector: beautiful words on landing pages and in marketing campaigns no longer save from responsibility. Shein is trying to mitigate the reputational risk by declaring “full cooperation”, but suspicions of greenwashing have become a systemic problem that could cost the brand more than a million euros.
