France Targets 'Ultra‑Fast' Fashion with New Advertising Ban and Eco‑Tax
France’s Senate has overwhelmingly approved a pioneering law aimed at reigning in the environmental damage caused by “ultra‑fast” fashion retailers, notably platforms like Shein and Temu. The revised legislation sharply distinguishes between ultra‑fast, hyper‑cheap brands and more traditional fast‑fashion labels (like Zara or Kiabi), shielding European companies from stricter penalties.
Under the new bill:
-
Ultra‑fast fashion companies face an advertising ban and restrictions on influencer promotions.
-
Retailers must now display eco‑scores reflecting emissions, resource use, and recyclability of garments.
-
Products receiving low environmental scores could incur fines—at least €10 per item by 2030, rising to as much as 50% of the item’s tax‑inclusive price.
Senators argue this is a targeted response to unsustainable models that generate excessive waste, while still protecting European brands and jobs. Critics, however, say the law falls short by exempting major domestic fast‑fashion players and may prioritize economic interests over genuine environmental reform.
Next steps include review by the European Commission and further negotiations between the Senate and lower house, with the law expected to take final shape in the autumn.
0 kommentarer