French Parliament Adopts Bill to Regulate Fast Fashion
The law sets a rising per-item levy, bans advertising and requires reuse messages as lawmakers seek to slow ultra-fast fashion growth.
- On Monday, June 29, the French Parliament passed a bill aimed at curbing ultra-fast fashion by targeting major Asian e-commerce platforms such as Shein and Temu.
- Asian e-commerce companies have exploded in popularity in France, prompting lawmakers to address pollution from the textile industry, which accounts for nearly 10 per cent of global greenhouse gas emissions.
- The Bill imposes a per-item fee reaching up to $23 by 2030, capped at 50 per cent of the product's pre-tax price, and bans advertising for ultra-fast fashion brands.
- Green Party lawmaker Charles Fournier criticized the Bill as "considerably scaled back," arguing it spares European companies such as Zara and Kiabi; Stop Fast Fashion called it "greatly watered-down."
- The European Commission has questioned whether the Bill's advertising provisions comply with EU law, meaning France might not enforce the measure if the Commission disagrees, MP Anne-Cecile Violland noted.
21 Articles
21 Articles
Legislation aimed at curbing the rise of “ultrafast fashion” was approved in the French parliament on Monday. Starting next year, advertising for products from Shein, Temu, AliExpress, and others will be banned.
Ultra-fast fashion retailers such as Shein, Temu, and AliExpress will soon be banned from advertising in France. French politicians have passed a law prohibiting this as of January 1. Influencers are also prohibited from promoting these brands; violations face fines. The plan was to tackle the entire cheap, unsustainable fashion industry, but the law is now specifically aimed at the 'ultra-fast fashion companies,' as they are referred to in the …
French parliament passes law to curb rise of fast fashion
The new law establishes penalty fees and an advertising ban on environmentally irresponsible companies, notably the Asian e-commerce companies Shein, Temu and AliExpress, while seeking to protect the French textile industry.
‘Ultra-fast fashion’ now faces penalties, curbs under new French law: How it impacts low-cost Chinese brands like Shein
Central targets are Shein and Temu, Chinese platforms that have become symbols of a business model built on releasing thousands of new designs at low prices.
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