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Shein Fined EUR 1 Million by Italian Regulator for Misleading Green Claims

  • Aug 5, 2025
  • 2 min read

Italy’s competition authority has fined fast fashion giant Shein EUR 1 million (USD 1.16 million) for deceptive environmental marketing practices.


Credit: SHEIN
Credit: SHEIN

The Autorità Garante della Concorrenza e del Mercato (AGCM) announced the penalty on Monday, citing misleading claims about the sustainability of Shein’s products and practices.


The fine targets Infinite Styles Services Co. Limited, a Dublin-based company that operates Shein’s European website. The investigation began last September.


AGCM said Shein’s website featured vague, generic, or exaggerated messages about environmental sustainability and social responsibility.


The regulator found that Shein’s claims about circular design systems and product recyclability were either false or confusing.


White bags with "evoluSHEIN" text, made from recycled material on green grass. Small plant visible. Eco-friendly theme.
Credit: SHEIN


It also criticised the company’s ‘evoluSHEIN by design’ collection, saying its green credentials were overstated and could mislead consumers into believing the items were fully recyclable.


AGCM noted that, given the fibres used and current recycling systems, such claims were inaccurate.


Clothes on racks in a well-lit store with a sign reading "SHEINCUR." Garments include blue, tan, green, and floral patterns. Cozy atmosphere.
Credit: SHEIN

Shein said it has cooperated fully with the investigation and has taken immediate steps to address the concerns.


The company stated it has strengthened internal review processes and improved its website to ensure environmental claims are clear, verifiable, and compliant with regulations.


AGCM also challenged Shein’s climate commitments, including its goals to cut greenhouse gas emissions by 25% by 2030 and reach net zero by 2050.


The regulator said these pledges were vague and generic, especially as Shein’s emissions increased in 2023 and 2024.


AGCM said its decision was influenced by Shein’s role in a highly polluting sector and its use of highly polluting methods.


This is Shein’s second fine in Europe in just over a month. On July 3, French authorities fined the company EUR 40 million for fake discounts and misleading environmental claims.

  • Shein fined EUR 1 million by Italy’s AGCM for greenwashing

  • Regulator found misleading claims on recyclability and sustainability

  • ‘evoluSHEIN by design’ collection’s green credentials overstated


 
 
 

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