After a penalty of one million euros by the Italian competition authority, the Asian cheap online dealer Shein is insightful. “All necessary measures were taken immediately to react to the criticisms raised,” said Shein on request.
The Italian authority threw Infinite Styles Services Co LTD, responsible for Shein in Europe, Greenwashing – i.e. misleading environmental advertising – and imposed the punishment.
Accordingly, the brand, which is known for “fast” and “super -fast” fashion, used misleading communication on its Italian website on the environmental properties of its products. The statements are vague, in general, and misleading, the competition authority decided on Monday.
Shein now announced that the internal review processes had been strengthened and the website “improved to ensure that all environmental statements are clear, specifically and the applicable regulations”.
Misleading advertising
The authority emphasizes that the “#Sheintheknow” section contained environmental statements on the recyclability of the products that have proven to be wrong or at least misleading. The “Evolushein by Design” collection was also promoted in a problematic manner by referring to “green” fibers without naming concrete environmental advantages. Advertising was therefore able to give the wrong impression that the products are completely environmentally friendly and recyclable, which is not the case. In addition, it remains unmentioned that the line only makes a small part of the overall production.
The authority also criticizes announcements of reducing greenhouse gas emissions by 25 percent by 2030 and bringing it to zero by 2050. The latest emissions from 2023 and 2024 have even increased.