After a warning from German Environmental Aid (DUH), the Chinese online retailer Shein has signed a cease and desist declaration. The organization had accused the company of misleading promises on climate protection. Shein confirmed the incident to the German Press Agency.
According to the DUH, the online retailer advertised on its website, among other things, the goal of becoming climate neutral by 2050. However, it was not explained how this would be achieved. According to the Shein sustainability report, the group’s emissions increased by around 23 percent in 2024 compared to the previous year.
Environmental aid spoke of a “brazen consumer deception”. Shein has undertaken to refrain from making such statements in the future or to substantiate them with concrete measures. The company has now revised its presentation.
Shein refers to constructive dialogue
When asked, a spokesperson for Shein said: “We have had a constructive dialogue with the DUH over the past few months and have created additional clarity about our sustainability roadmap, our goals and the underlying data.” Further information has been published on the website. These are intended to provide additional transparency about plans and progress on how supply chains can be decarbonized.
Shein was founded in China and is based in Singapore. The group is both a manufacturer, dealer and online marketplace. In addition to clothing, the company also sells numerous other products.
DUH Federal Managing Director Barbara Metz said: “These business models must no longer be worthwhile.” Ultra-fast fashion that is flown halfway across the globe cannot fundamentally be climate-friendly. The club has taken further legal action against Shein, including over advertising claims using terms such as “environmentally friendly”.
The company has been under criticism for a long time
Providers like Shein or Temu are very popular with consumers. According to the trade association, around 400,000 parcels from Shein and Temu are sent to Germany every day. However, the companies have been criticized for a long time. Sales representatives, consumer advocates and politicians complain, among other things, about low product quality, a lack of controls and unfair competition conditions. They are calling for stricter regulation and better protection when shopping online.
Shein has recently repeatedly come into the focus of the EU Commission. In May, the Brussels authority and the network of European consumer protection authorities complained about violations of EU regulations. The fashion retailer is misleading customers with missing or misleading information.
The commission requested information in November following a scandal involving the sale of sex dolls and weapons. This week, a Shein representative answered questions from members of the European Parliament at a hearing. She said the company took immediate action to remove the products from circulation. Shein is also increasing its efforts to prevent similar incidents.
New tax on imports
Shein is classified by the EU as a large platform to which stricter digital rules apply. On this basis, the Commission had already requested information from the company several times, for example about measures against the sale of illegal products.
The EU recently increased import costs in the fight against cheap imports. Every package with a value of up to 150 euros will be subject to a tax of three euros from July. This also affects retailers like Shein. So far, such shipments are duty-free. The abolition of the exemption limit has been decided, but will only apply from 2028.
