(ANSA) – ROME, AUG 4 – Italy’s Antitrust Authority (AGCM) said Monday that it was fining Infinite Styles Services Co Ltd, the company that manages Shein’s trading websites in Europe, one million euros for misleading Green claims in the promotion and sale of the fast-fashion brand’s products.
It said the #SHEINTHEKNOW, evoluSHEIN, and Social Responsibility sections of the https://it.shein.com website featured environmental claims that were vague, generic, and/or overly emphatic, and in some instances, misleading or omissive.
“The environmental assertions in the #SHEINTHEKNOW section, regarding the “design of a circular system” or the recyclability of products, were found to be either false or at least confusing,” the authority said.
“Claims used by Shein to present, describe, and promote garments in the evoluSHEIN by Design line highlight the use of “green” fibres without clearly specifying the substantial environmental benefits of these products throughout their full life cycle, and without clarifying that this line remains a marginal share of the total Shein-branded offering.
“Moreover, these claims may lead consumers to believe not only that the evoluSHEIN by Design collection is made solely from “sustainable” materials, but also that its products are fully recyclable — a statement which, given the fibres used and current recycling systems, does not reflect reality.
“Statements by Shein about its intention to reduce greenhouse gas emissions by 25% by 2030 and to reach zero emissions by 2050 are presented, in the Social Responsibility section, in a vague and generic way— and were even contradicted by an actual increase in Shein’s greenhouse gas emissions in 2023 and 2024”.
(ANSA).
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It said the #SHEINTHEKNOW, evoluSHEIN, and Social Responsibility sections of the https://it.shein.com website featured environmental claims that were vague, generic, and/or overly emphatic, and in some instances, misleading or omissive.
“The environmental assertions in the #SHEINTHEKNOW section, regarding the “design of a circular system” or the recyclability of products, were found to be either false or at least confusing,” the authority said.
“Claims used by Shein to present, describe, and promote garments in the evoluSHEIN by Design line highlight the use of “green” fibres without clearly specifying the substantial environmental benefits of these products throughout their full life cycle, and without clarifying that this line remains a marginal share of the total Shein-branded offering.
“Moreover, these claims may lead consumers to believe not only that the evoluSHEIN by Design collection is made solely from “sustainable” materials, but also that its products are fully recyclable — a statement which, given the fibres used and current recycling systems, does not reflect reality.
“Statements by Shein about its intention to reduce greenhouse gas emissions by 25% by 2030 and to reach zero emissions by 2050 are presented, in the Social Responsibility section, in a vague and generic way— and were even contradicted by an actual increase in Shein’s greenhouse gas emissions in 2023 and 2024”.
(ANSA).
Read article…
