The Italian Competition Authority has launched an investigation into online fashion retailer Shein’s operator, Infinite Styles Services Co, for possibly misleading environmental claims. The investigation centers around claims made in sections of Shein’s website, such as “#SHEINTHEKNOW,” “evoluSHEIN,” and “Social Responsibility,” which allegedly convey a false image of sustainability through vague or confusing statements on circularity, product quality, and responsible consumption. This inquiry is part of broader efforts by EU regulators to tackle greenwashing and ensure companies substantiate environmental claims. The European Commission has already introduced regulations, such as the Green Claims Directive, to address transparency issues in sustainability advertising. The fashion sector, known for its significant environmental footprint, is a key focus of these efforts. Shein has set emission reduction goals, but the Italian regulator noted inconsistencies between these targets and the company’s actual practices. Shein expressed its willingness to cooperate with authorities.
The Italian Competition Authority has launched an investigation into Shein’s website operator, Infinite Styles Services Co, over potentially deceptive environmental sustainability claims. The investigation targets claims on the fashion retailer’s website, specifically in sections like “#SHEINTHEKNOW,” “evoluSHEIN,” and “Social Responsibility.” According to the authority, these claims may present a misleading image of sustainability, with vague assertions about circularity and responsible consumption, potentially exploiting consumers' eco-consciousness.
This action aligns with broader European Union initiatives to combat greenwashing, including the Green Claims Directive, which mandates that companies verify the accuracy of their environmental claims. The fashion industry, a major contributor to environmental degradation, has faced increasing pressure to address its impacts.
The Italian regulator’s focus also includes the “evoluSHEIN” collection, where claims about using “green” fibers and decarbonization efforts may mislead customers, given the company’s rising greenhouse gas emissions. Shein has expressed its willingness to cooperate with authorities.
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