Parliament adopts the anti-fast fashion law with a penalty of up to 20 euros

Parliament definitively adopted the bill against ultra-fast fashion on Monday. This legislation, debated two years after its initial passage, directly targets online sales platforms that proliferate low-priced collections. Members of Parliament and senators agreed in a joint committee on binding measures, specifically targeting Asian giants like Shein. The stated objective remains to curb the growth of this economic model, deemed disastrous for the environment.

Penalties and advertising bans are on the agenda.

The law provides for the introduction of an environmental penalty that could reach up to 20 euros per item sold, according to the various versions. The retailers concerned will also be required to display messages encouraging responsible consumption. The most radical measure in the legislation is a total ban on advertising for these platforms. Specific labeling will allow consumers to identify products from this sector. These provisions primarily target Asian platforms, while European retailers appear to be relatively unaffected by the legislation.

The adoption of this legislation marks a first in Europe in the regulation of this rapidly expanding sector. Proponents of the text see it as a strong signal sent to an industry accused of overproduction and massive pollution. It remains to be seen how effective these constraints will be against online retail giants whose sales volumes reach into the millions of items daily.