Italy's antitrust agency is pursuing an investigation into Shein for potentially misleading environmental claims, alleging vagueness and confusion regarding sustainability in its offerings.
The investigation highlights how Shein's website may mislead customers regarding the sustainability of its 'evoluSHEIN' collection, failing to adequately inform about recyclability and the source of materials.
Shein has stated its willingness to cooperate with Italian authorities, emphasizing a commitment to transparency amid the increased scrutiny of its environmental practices.
New EU regulations aim to combat greenwashing, mandating companies to provide clear evidence for any environmental claims, reducing misleading marketing practices.
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