Italy Fines Shein €1 Million for Misleading Environmental Claims
X/ @radiocentroec
August 5, 2025 Hour: 8:46 am
The company used dark patterns to encourage compulsive shopping, Italian consumer groups said.
On Monday, Italy’s Competition Authority (AGCM) fined Infinite Styles Services — the company that operates Shein’s e-commerce websites in Europe — €1 million (about US$1.1 million) for using misleading environmental information to promote the brand’s clothing.
RELATED:
“Through its website and other promotional or informational pages, the company spread environmental claims in several sections that were at times vague, generic, or overly emphatic, and in other cases, omitted or deceptive,” the AGCM stated.
The environmental statements — particularly those related to the “circular market” or the recyclability of products — were deemed “false or, at the very least, confusing,” the Italian agency added.
Authorities also found that Shein’s marketing for the “evoluSHEIN by Design” clothing line highlighted the use of “eco-friendly” fibers without clearly stating the actual environmental benefits across the product life cycle. Additionally, they noted that this line remains marginal in terms of Shein’s overall product offerings.
The text reads, “Italy fines Shein €1 million for misleading environmental communications.”
In evaluating Shein’s conduct, the Italian antitrust agency emphasized that the company has a duty of diligence due to its operations in a highly polluting sector, especially given its role in the fast and ultra-fast fashion industries, which rely on environmentally harmful production methods.
Following the announcement of the fine, Shein said, “We have fully cooperated with the AGCM throughout this process and acted promptly to address the concerns raised as soon as we became aware of them.”
“We have strengthened our internal review processes and improved our website to ensure that all environmental claims are clear, specific, and compliant with regulations,” the company added.
Italian consumer groups, including Altroconsumo, welcomed the decision. “This sanction proves our complaints were justified,” the organization said. “Shein not only uses dark patterns to encourage compulsive shopping but also lies about its environmental impact.”
teleSUR/ JF
Source: EFE