Italy Takes Action Against Shein's Misleading Environmental Claims

The Italian Competition Authority (AGCM) has imposed a hefty fine of €1 million on Infinite Styles Services Co. Ltd, the entity behind Shein's European operations. The penalty comes in response to allegations of "misleading and omissive" environmental claims made by the fashion retailer.

Details of the Allegations: According to AGCM, Shein's website and promotional materials, including sections like #SHEINTHEKNOW, 'evoluSHEIN', and 'Social Responsibility', featured environmental claims that were found to be vague, generic, and in some cases, outright misleading.

The Eco-Sustainable Misrepresentation: The watchdog highlighted that Shein's "evoluSHEIN by Design" collection was marketed as containing only "eco-sustainable" materials and being fully recyclable. However, AGCM's investigation revealed that the materials and recycling systems currently used by Shein do not support these claims.