France Approves Law to Curb Ultra-Fast Fashion, Targeting Shein and Temu

France's Senate has definitively approved a law imposing penalties on ultra-fast fashion retailers, with fines reaching up to 50% of a garment's pre-tax price or €10 per item by 2030. Source: Portafolio.co, La Jornada The law, which concludes over two years of legislative debate, targets platforms like Shein, Temu, and AliExpress while exempting traditional fast-fashion chains such as Zara and H&M.

Key Measures

• Penalties: A progressive fee starting at €0.28 to €6.8 per product in 2026, rising to a maximum of €11.4 per product by 2030, based on the volume of items and the gap between manufacturing cost and selling price. Source: La República
• Advertising ban: The law prohibits paid advertising and influencer promotions for ultra-fast fashion brands. Source: Portafolio.co
• Disclosure requirements: Companies must display messages promoting sobriety, reuse, and repair on their sites. Source: La Jornada

Reactions and Concerns

The law has drawn mixed reactions. Shein argued that some measures "seem to present inconsistencies with the applicable European framework." Source: La República Meanwhile, left-wing lawmaker Charles Fournier criticized the exemption of Zara, H&M, and Primark, stating that "the initial ambition of the text has been considerably reduced." Source: La Jornada