Italian Regulator Slaps Shein Operator with €1 Million Fine for Misleading Eco-Claims

Italy’s Competition and Market Authority (AGCM) has imposed a €1 million penalty on Infinite Styles Services Co. Ltd, the European operator of Shein’s e-commerce platforms, for deploying deceptive environmental claims in marketing Shein-branded apparel. The regulator determined that the company disseminated misleading or incomplete “green claims” across its it.shein.com website and associated online channels. Specifically, the AGCM cited problematic environmental messaging in the #SHEINTHEKNOW, “evoluSHEIN,” and “Social Responsibility” sections, noting some assertions were excessively vague, generic, or overstated while others omitted critical information – collectively creating a false impression of the brand’s sustainability credentials.