The Italian Competition Authority (AIC) has imposed a fine of 1 million euros on Infinite Styles Services Co. Ltd, a company responsible for managing Shein product marketing sites in Europe, using misleading and or illusory environmental messages and allegations in promoting and selling brand clothing products. The measures are part of what is known as “Greenwashing”.
In a statement, AIC said the company through its website and other promotional pages released environmental allegations that were, in some cases, vacancies, generic or excessively emphatic and, in others, misleading or omitted.
Environmental statements regarding the “design of a circular system” or the recyclability of the products were considered false or at least confusing. Shein’s statements about its intention to reduce greenhouse gas emissions by 25% by 2030 and reach zero emissions by 2050 are presented in the social responsibility section vague and generic – and were even contradicted by a real increase in Shein greenhouse gas emissions in 2023 and 2024, the AIC said.
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In assessing Shein’s conduct, the authority emphasized the duty of extra care of the company, as the sector in which it operates and commercial practices through which it operates, such as the so -called “disposable fashion” are highly polluting.
