Italy’s antitrust regulator (AGCM) has penalised online apparel company SHEIN US $ 1.15 million for posting “misleading and omissive” green promises on its website.
The fast fashion giant’s environmental promises and messaging in the #SHEINTHEKNOW, evoluSHEIN, and Social Responsibility areas of its product promotion and sales, according to AGCM, were “deceptive” to customers.
The retailer’s environmental claims in the #SHEINTHEKNOW part of its website were deemed “either false or at least confusing” by the regulator.
The AGCM decided that the brand’s evoluSHEIN by Design line “does not reflect reality” by giving consumers the impression that it is entirely recyclable and composed of sustainable materials.
Additionally, it said that SHEIN’s goals to achieve zero emissions by 2050 and a 25% reduction in greenhouse gas emissions by 2030 were communicated “in a vague and generic way.”
According to AGCM, “an actual increase in SHEIN’s greenhouse gas emissions in 2023 and 2024 even contradicted” the targets.
A SHEIN spokesperson said the company fully cooperated with the AGCM during the investigation and took prompt action to address the concerns as soon as they were brought to its attention.
The spokesperson also noted that SHEIN had strengthened its internal review processes and made improvements to its website to ensure all environmental claims are “clear, specific, and compliant with regulation.”
