Italy’s competition authority announced a €1 million fine against Shein’s European operator in August 2025, saying environmental claims on Shein’s Italian website were misleading or omitted important information. Separately, EU consumer authorities notified Shein of a broader set of alleged consumer-law violations, including sustainability claims. The EU action was described as ongoing in the Commission’s latest cited notice; it did not impose the Italian fine.
Was Shein fined for greenwashing?
Yes. On 4 August 2025, Italy’s Competition Authority, the AGCM, announced a €1 million fine against Infinite Styles Services Co. Ltd, which the authority described as responsible for Shein product-trading websites in Europe. The decision concerned environmental messages on Shein’s Italian website and other online pages. The AGCM said some claims were vague, generic, overly emphatic, misleading or omissive. AGCM announcement, 4 August 2025
The AGCM’s decision was the outcome of an investigation it had opened in September 2024. The initial announcement described possible misleading claims under investigation; it was not itself a finding or a fine. AGCM investigation announcement, 25 September 2024
The official materials cited here do not establish whether the company appealed or paid the fine. The penalty should therefore be described as announced by the AGCM, not as a matter whose later status is confirmed here.
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What did Italian regulators accuse Shein of?
The AGCM examined claims in the #SHEINTHEKNOW, evoluSHEIN and Social Responsibility sections. Its final announcement highlighted three areas:
Circularity and recyclability
The authority found statements about circularity and the recyclability of products false or, at a minimum, confusing. It said the claims could leave consumers with an inaccurate understanding of what could be recycled.
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- Fabric: 68% Polyester, 27% Rayon, 5% Elastane. Stretch - Slight, Thickness - Slight, Softness - Medium.
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evoluSHEIN by Design
The AGCM said the collection’s marketing emphasized “green” fibres without clearly explaining substantial environmental benefits across the products’ full life cycle. It also noted that the line was marginal compared with Shein’s overall branded range. In the authority’s view, the presentation could give consumers the impression that the collection used only sustainable materials and that all its products were fully recyclable—impressions it said did not reflect the fibres used or recycling systems then available.
Emissions targets
The authority addressed Shein’s stated aims to reduce greenhouse-gas emissions by 25% by 2030 and reach zero emissions by 2050. Those are company targets as described by the AGCM, not independently measured forecasts. The authority said the targets were presented vaguely and generically and were contradicted by increases in Shein’s reported emissions in 2023 and 2024.
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How is the separate EU action different?
On 26 May 2025, the European Commission and the Consumer Protection Cooperation (CPC) Network announced a coordinated consumer-law action. They notified Shein of practices they considered to infringe EU consumer law and directed it to bring them into line. The Commission described the action as ongoing and said Shein had been asked to reply and propose commitments. European Commission announcement, 26 May 2025
| Track | Jurisdiction and date | Scope | Status and outcome in the cited notices |
|---|---|---|---|
| AGCM decision | Italy; fine announced 4 August 2025, following an investigation opened 25 September 2024 | Environmental claims on Shein’s Italian website and other online pages, including circularity, recyclability, evoluSHEIN by Design and emissions targets | The AGCM announced a €1 million fine against Infinite Styles Services Co. Ltd. Appeal and payment status are not established by the cited materials. |
| Commission and CPC Network action | EU; announced 26 May 2025 | Broader consumer-law concerns, including sustainability claims and other sales and information practices | Described by the Commission as ongoing; Shein was asked to reply and propose commitments. No fine is announced in the cited notice. |
The EU notice listed alleged practices beyond green claims: fake discounts based on prices that did not reflect actual prior prices; false purchase deadlines; missing or misleading return and refund information; deceptive product labels; and contact details consumers could not easily find. Authorities also sought information about rankings, reviews, ratings, third-party seller responsibilities and when consumer rights apply.
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The Commission identified the Unfair Commercial Practices Directive, Consumer Rights Directive, Price Indication Directive and e-Commerce Directive as relevant frameworks. It said the coordinated consumer-law action complemented its separate Digital Services Act inquiry. These are distinct proceedings from the AGCM’s Italian decision; the CPC action did not impose the €1 million fine.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What does Shein say about sustainability?
In its Green Claims Statement, last updated in May 2025, Shein says it aims to provide clear, specific, accurate, reliable, substantiated and transparent information. It says it will not knowingly mislead consumers with unsubstantiated, generic, vague or otherwise misleading green claims, and that it may amend or remove claims considered misleading on a case-by-case basis. Shein also says perceptions of greenwashing can be subjective and that global guidance and standards are evolving. Shein Green Claims Statement
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- Material: This short sleeve top is made of 95% polyester and 5% spandex (Some of the full-print patterns are random and may not be the same as the pictures)
- Features: Short sleeve shirt, boho blouses for women, cute v neck tee, dressy casual summer tops, work clothes, button down blouses, beach vacation outfits
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That statement sets out the company’s position; it does not resolve the regulators’ findings or the separate EU action.
What consumers should take from the case
The Italian decision is about claims and presentation assessed by the AGCM, not a finding that every Shein product or every claim in every market is misleading. The EU action has a wider scope, but its May 2025 notice described an ongoing process rather than a final outcome. For consumers comparing environmental claims, the practical issue raised by the Italian decision is whether a claim explains what applies to the particular product, what its environmental benefit is, and what limits exist—rather than relying on broad labels such as “green” or “recyclable.”
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