Italy's antitrust agency has fined Shein €1m for greenwashing practices, accusing the company of misleading sustainability claims.

Shein has been fined by the Italian regulator AGCM for using a misleading communication strategy on the environmental impact of its products. It was accused of promoting vague and exaggerated sustainability claims, including about its "evoluSHEIN by design" collection. Although the company has said it will take steps to clarify the information, Italy follows France, which fined Shein €40m for similar violations. The European Commission has also started an investigation into the practices of Shein and other Chinese retailers.