ROME – Italian authorities have imposed a $115 million fine on fast‑fashion retailer Shein for making misleading environmental claims about its products, marking one of the largest penalties against the company in Europe.
Regulators stated that Shein promoted certain clothing lines as sustainable and eco‑friendly without sufficient evidence to support its environmental messaging. The investigation found that the company’s marketing practices could mislead consumers into believing its fast‑fashion model had a minimal environmental impact.
Italy’s competition watchdog emphasized that companies must ensure their sustainability claims are backed by verifiable data, as greenwashing erodes consumer trust and undermines genuine environmental initiatives. Officials also warned that stricter enforcement measures will continue against global retailers making false or exaggerated eco‑friendly claims.
Shein has faced increasing scrutiny worldwide for its environmental footprint and labor practices. The company has yet to comment publicly on the Italian fine but has previously stated its commitment to improving transparency and sustainable operations.
The case underscores the growing pressure on fashion brands to align marketing strategies with authentic environmental responsibility as European regulators tighten rules on greenwashing.
This story has been reported by PakTribune. All rights reserved.