Fast fashion retailer Shein has been fined €40 million ($47.17 million) by France’s antitrust watchdog for allegedly having misleading discounts and unclear environmental claims, despite the company’s claim that the issues were fixed a year ago.
Following a nearly year-long investigation, officials said the brand misled consumers about discounts and made vague claims regarding its environmental impact.
The fine was accepted by Infinite Style E-Commerce Co Ltd (ISEL), which oversees Shein's sales operations.
In response, China-founded Shein stated that it was informed of the concerns in March last year and resolved them within two months.
"All of the points raised have therefore been resolved more than a year ago," Shein said in a statement. "ISEL takes very seriously its legal and regulatory obligations in France."
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The European Union is cracking down on Chinese platforms Shein and Temu over safety breaches.
Shein pledges to boost product safety checks and invest in compliance following EU pressure over unsafe items sold on its platform.
The European Union has warned fast-fashion giant Shein to comply with consumer protection laws or face possible fines, intensifying scrutiny of the online retailer’s business practices.
Shein says French consumers may face higher prices if the EU imposes handling fees and France enacts new penalties on fast fashion. The platform criticizes the lack of dialogue with authorities as pressure mounts on budget e-commerce models.
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