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Italian Competition Authority: 1 million euros fine imposed on Shein for misleading and omissive green claims
The Italian Competition Authority fined Infinite Styles Services Co. Ltd (Shein) 1 million euros for misleading and/or deceptive environmental messages and claims (green claims) in the promotion and sale of Shein-branded clothing products. The claims were found to be vague, generic, misleading, or omissive, particularly regarding recyclability, use of 'green' fibres, and emissions targets.
Autorità Garante della Concorrenza e del Mercato
Date Added
16 April 2026 at 10:30:52
Why it matters
This is a major enforcement action targeting greenwashing in the fast fashion sector, highlighting the need for clear, substantiated, and non-misleading environmental claims in advertising.
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