Following a fine of one million euros imposed by the Italian competition authority, the Asian giant of online sales at low prices Shein is conciliatory. The company said it “immediately took all the necessary measures to meet the criticisms raised”.
The Italian authority accused infinite Styles Services Co Ltd, head of Shein in Europe, Greenwashing, that is to say deceptive environmental advertising, and inflicted a fine.
According to the authority, the brand, known for its “fast” and “ultra-fast” fashion, used a misleading communication on its Italian website concerning the environmental characteristics of its products. The statements were vague, general and misleading, observed the competition authority on Monday.
Shein has now declared that it has strengthened its internal verification processes and “improved” its website “to ensure that all environmental declarations are clear, specific and in accordance with the regulations in force”.
Misleading advertising
The authority underlines that the “#Sheintheknow” section contained environmental declarations on the recyclability of products that have proven to be false or at least misleading. The “Evolushein by Design” collection has also been the subject of problematic advertising, referring to “green” fibers without mentioning concrete environmental advantages. Advertising could therefore give the false impression that the products are entirely ecological and recyclable, which is not the case. In addition, it is not mentioned that the line represents only a small part of total production.
Ads aimed at reducing greenhouse gas emissions by 25 % by 2030 and zero by 2050 are also vague and contradictory, criticizes authority. Recent emissions from 2023 and 2024 even increased.
This article was translated using an artificial intelligence tool, then checked and published by a journalist from Fashionunited.