PARIS: France has taken a major step toward regulating the ultra-fast fashion industry after the French Senate approved landmark legislation aimed at curbing the environmental and economic impact of online retailers including Shein, Temu, and AliExpress.
The bill, which has been under discussion for more than two years, was revised to align with European Union regulations before securing Senate approval. It now awaits the French president’s signature before becoming law.
Environmental Penalties for Ultra-Fast Fashion
Under the proposed legislation, ultra-fast fashion companies could face environmental charges ranging from €0.25 to €6 per product, with the maximum penalty increasing to €10 per item by 2030.
French lawmakers say the measure is designed to encourage sustainable production, reduce textile waste, and discourage the rapid turnover of low-cost clothing that often ends up in landfills after only a short period of use.
Advertising Restrictions Included
The legislation also proposes a ban on advertising by ultra-fast fashion companies in France.
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In addition, social media influencers could be prohibited from promoting brands covered by the law, marking one of Europe’s strongest regulatory efforts to limit the marketing reach of low-cost online fashion platforms.
Supporters argue that restricting advertising will help reduce excessive consumerism while encouraging more sustainable purchasing habits.
France Aims to Protect Sustainable Business Models
French Minister for Small Businesses Serge Papin told senators that the legislation is intended not only to regulate the fashion industry but also to protect an economic model based on responsible production and sustainable consumption.
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He warned that ultra-fast fashion companies are flooding the market with inexpensive garments designed for short-term use, creating significant environmental challenges through excessive textile waste and carbon emissions.
Shein Questions Compatibility with EU Rules
Following the Senate vote, Shein said some provisions of the legislation may conflict with existing European Union digital services and e-commerce regulations.
The company indicated it is reviewing the legal implications of the bill before determining its next steps.
Neither Temu nor AliExpress immediately commented on the proposed legislation, while the European Commission declined to issue an official response.
Part of France’s Broader Sustainability Strategy
The French National Assembly initially approved the legislation in March 2024, while the Senate introduced additional amendments in June 2025 to ensure that the measures primarily target online ultra-fast fashion platforms rather than traditional clothing retailers.
Policy analysts say that if the bill becomes law, France will become one of the world’s leading countries in regulating ultra-fast fashion, potentially setting a precedent for similar legislation across Europe.
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The move could have significant implications for global e-commerce platforms, international fashion brands, sustainability policies and consumer behavior throughout the European market.
