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Posted: August 6, 2025
Italy’s competition authority has fined Shein €1 million for greenwashing after the company made misleading environmental claims about its clothing. The ruling highlights the growing scrutiny on fashion brands to provide transparent, verifiable sustainability messages, with regulators cracking down on misleading marketing and vague environmental assertions.
The Italian Competition Authority (AGCM) has fined Shein’s website operator Infinite Styles Services Co €1 million (USD $1.15 million) for Shein greenwashing fine, citing misleading environmental claims in the promotion of its clothing. The investigation found that certain statements on the website and other online pages were vague, generic, overly emphatic, or in some cases misleading, giving the impression that Shein garments were more sustainable than they actually are. This ruling comes amid growing pressure on fashion brands to be transparent about environmental impacts.
AGCM highlighted several specific examples, including the #SHEINTHEKNOW section, where claims about a “circular system” and recyclability were either false or confusing. The evoluSHEIN by Design line’s promotion of “green” fibers also failed to clearly convey the limited environmental benefits or note that the collection represents only a small fraction of Shein’s overall product range. Additionally, statements about reducing greenhouse gas emissions by 25% by 2030 and reaching zero emissions by 2050 were found to be vague and contradicted by reported emission increases in 2023 and 2024.
A Shein spokesperson told that the company “cooperated fully with the AGCM throughout this process” and has since strengthened internal review processes. The spokesperson emphasized that website updates now ensure all environmental claims are clear, verifiable, and regulation-compliant. The fine underscores the importance of accurate sustainability communication in the fashion sector, reminding brands that greenwashing allegations can carry significant financial and reputational consequences in the global marketplace, solidifying the relevance of the Shein greenwashing fine.
