Shein has been fined €1 million by Italian authorities for making misleading environmental claims on its website, following a €40 million penalty in France. The Italian competition authority criticized Shein's vague sustainability messaging, particularly in its #SHEINTHEKNOW, evoluSHEIN, and Social Responsibility sections. Claims regarding product circularity and recyclability were said to be misleading. The AGCM noted Shein's 'evoluSHEIN by Design' collection overstated environmental credentials, implying sustainable materials and full recyclability without substantiation. The retailer's use of terms such as 'waste-less innovation' was also criticized.
The authority criticised the company's communication strategy around the environmental characteristics of its products and collections.
According to the authority, these pages presented claims that could mislead consumers about the brand's environmental impact, particularly around product circularity, recyclability and the use of sustainable materials.
The AGCM ruling focused on Shein's promotional content within its #SHEINTHEKNOW, evoluSHEIN, and Social Responsibility sections.
These claims may lead consumers to believe that the collection is made solely from sustainable materials and that its products are fully recyclable.
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