We wish to inform you of two significant enforcement actions taken by the French Directorate-General for Competition, Consumer Affairs and Fraud Control (DGCCRF) against the fast fashion retailer Shein, specifically targeting its operations in the French market via the platform fr.shein.com.

1. €1.098 Million Fine for Environmental Information Failures

In 2023, the DGCCRF conducted an investigation into Shein’s compliance with the AGEC Law (Anti-Waste for a Circular Economy), focusing on the obligation to inform consumers about the environmental characteristics of products that generate waste. The investigation revealed that Shein failed to disclose the presence of plastic microfibres in 732 textile products containing over 50% synthetic fibres. This disclosure has been mandatory since 1 January 2023.

As a result, Infinite Styles Ecommerce Ltd. (ISEL), the operator of fr.shein.com, was fined €1.098 million for non-compliance with these environmental transparency requirements.

2. €40 Million Settlement for Misleading Pricing and Greenwashing

Separately, the DGCCRF also reached a €40 million financial settlement with ISEL for deceptive commercial practices, including:

• Presenting false or exaggerated discounts (with misleading "before" prices),
• Artificially inflating prices before showing them as “on sale”,
• Using unsubstantiated environmental claims to promote certain products.

This settlement was concluded via a public interest agreement (“transaction judiciaire”) with the Paris Public Prosecutor on July 3, 2025, and is one of the largest ever financial penalties imposed on a digital platform in France for this type of misconduct.

These two cases underscore the increasing regulatory pressure on fast fashion retailers to meet higher standards of consumer transparency, environmental responsibility, and honest pricing. They serve as a strong reminder to all industry players of the need for robust compliance frameworks and accurate product communication, especially within the EU’s growing legislative landscape on sustainability and consumer protection.

Here is once more the FAQ issued but French authorities about Loi Agec: https://www.ecologie.gouv.fr/sites/default/files/documents/FAQ-020123v2.pdf

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