Rome, August 4, 2025 — Italy’s consumer authority AGCM has handed a €1 million ($1.16 million) penalty to fashion giant Shein for misrepresenting the sustainability of its products.

🌱 What’s Behind the Fine?

• Shein’s European operator, Infinite Styles Services, was found publishing vague and unverifiable claims about clothing being made from “sustainable materials” and “recycled fibers.”
• Pledges like reducing emissions by 25% by 2025 and reaching “net zero by 2050” were flagged as unclear and misleading.
• Contrary to its statements, Shein’s emissions reportedly increased throughout 2023 and 2024.

🌍 Wider Impact

• This marks Shein’s second European fine in recent weeks, after France imposed a €40 million penalty in July over deceptive discounts and greenwashing.
• The European Commission is also reviewing the brand’s compliance with broader consumer protection rules.

🗣️ Company Response Shein says it’s working closely with regulators and updating its site to make environmental statements more accurate and transparent.

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