Italy fines fast fashion giant Shein over 'green' claims
The AGCM watchdog accuses the China-founded fast-fashion colossal of having 'adopted a misleading communication strategy regarding the characteristics and environmental impact of its clothing products'.
The fine was imposed on Infinite Styles Services Co. Ltd, the company responsible for managing Shein's product trading websites in Europe, the authority said in a statement.
Advertisement
The AGCM accused it of 'misleading and/or deceptive environmental messages and claims… in the promotion and sale of Shein-branded clothing products'.
These were 'in some instances, vague, generic, and/or overly emphatic, and in others, misleading or omissive'.
In particular, claims about the recyclability of products 'were found to be either false or at least confusing', it said.
Consumers could easily be led to believe Shein products were made exclusively from sustainable materials and fully recyclable, 'a statement which, given the fibres used and current recycling systems, does not reflect reality'.
The AGCM also took issue with the retailer's claims it would reduce greenhouse gas emissions by 25% by 2030 and reach zero emissions by 2050.
Related Reads
Opinion: When is Ireland going to ban fast fashion brands?
Opinion: Fast fashion conglomerates are having a profoundly negative impact on Irish businesses
These 'vague' pledges by a company which has seen phenomenal growth in recent years were 'contradicted by an actual increase in Shein's greenhouse gas emissions in 2023 and 2024″, it said.
In a statement to news organisation AFP, Shein said it had 'cooperated fully' with the watchdog's investigation and 'took immediate action' to address the concerns, saying all environmental claims on the website were now 'clear, specific and compliant with regulations'.
Environmentalists have long warned of the damage wreaked by the fast-fashion sector's wasteful trend of mass producing low-cost clothes that are quickly thrown away.
Fast fashion uses up massive amounts of water, produces hazardous chemicals and clogs up landfills in poor countries with textile waste, while also generating greenhouse gases in production, transport and disposal.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Agriland
39 minutes ago
- Agriland
Brittany Ferries to Increase Rosslare Cherbourg Sailings
Brittany Ferries is set to offer a daily service on the Rosslare-Cherbourg route starting in October, 2025. The ferry company has today (Tuesday, August 5) announced it will increase both capacity and frequency of sailings from Rosslare Europort to Cherbourg, France, from the end of September/October 2025. Brittany Ferries currently has five sailings from Rosslare to Cherbourg every week, three of which transport livestock. Departures will now rise to seven every week. It is not yet clear if today's announcement of two additional sailings will see additional services for livestock making the journey from Ireland to mainland Europe. On June 30 this year, Stena Line confirmed it will withdraw its Rosslare to Cherbourg ferry service from the end of September this year. The decision dealt a significant blow to Irish-based calf exporters who depend on the service to get large volumes of calves to key markets in mainland Europe. The ferry route is also used to transport significant numbers of other livestock to mainland Europe including weanlings, older cattle and horses. In a statement the company said: "Following a strategic route review, Stena Line has announced that from September 30, 2025, the ferry operator intends to withdraw its existing three-day Rosslare - Cherbourg service. "The last sailing will depart Cherbourg on September 29, arriving in Rosslare on September 30." In February this year, Brittany Ferries confirmed it was planning to transport livestock from Rosslare Port, Co. Wexford, to Cherbourg Port in France from March onwards on its ferry - the Cotentin. Today's news of increased sailings will see the addition of a new Tuesday evening departure at 9:00p.m "with additional sailings to be phased-in as part of a broader strengthening of the route", according to a statement from the company. The company statement also said full schedules will be published "shortly". Brittany Ferries launched a Rosslare to Cherbourg service in 2021. It was a post-Brexit response to demand from hauliers, to obviate the need to cross the UK-landbridge when moving freight between Ireland and France. Brittany Ferries, which is majority farmer shareholder owned, has said its ferry the Galicia will serve Rosslare-Cherbourg throughout the winter and Pont-Aven, the company's flagship, will also continue to sail during part of the winter period.
Agriland
39 minutes ago
- Agriland
Agriland launches AgNav series with Teagasc, Bord Bia and ICBF
Agriland Media Group is delighted to team up with Teagasc, Bord Bia, and ICBF for the 'AgNav: Supporting Farm Sustainability Series', which will look at AgNav and how the digital platform has helped farmers improve their on-farm sustainability and efficiency. Over the next couple of weeks, this series will hear from farmers across the country who are utilising AgNav on their farm, as they explain how it helps them make effective decisions, be more efficient, and drive profitability through sustainable and practical actions. AgNav is a free digital platform for Irish farmers, developed by Teagasc, Bord Bia, and ICBF, and supported by the Department of Agriculture, Food and the Marine. Farmers can use AgNav to develop farm-specific sustainability action plans to reduce on-farm emissions and improve water quality. Week 1: Featuring Michael O'Donnell, calf-to-beef farm, and his adviser, Teagasc Signpost Climate Adviser Leonard Betts. Michael explains how AgNav is helping him make decisions on his farm while Leonard shares how the tool supports his advisory work with farmers. Week 2: Featuring north Co. Tipperary dairy farmers, Katie and Phil Gleeson, and their adviser Padraig Fogarty – the Gleesons discuss the changes they are implementing on their farm, supported by AgNav. Padraig explains the importance of tailoring plans to suit each farm. Week 3: Featuring west Co. Cork dairy farmer Pat O'Driscoll and his Teagasc Signpost Climate Adviser Anthony Dineen – Pat outlines his experience using AgNav, with a focus on improving water quality by monitoring his nutrient balance. Pat O'Driscoll and his Teagasc Signpost Climate Adviser Anthony Dineen Anthony discusses the benefits of AgNav and the practical steps farmers can take, while Edel McEvoy, Sustainability Specialist with Bord Bia explains how processors can use AgNav as part of their sustainability programmes. Week 4: Featuring Pat O'Driscoll and his Dairygold Sustainability Adviser Jeremiah Hurley and Dairygold Milk Quality Adviser, Denis Guiry. Jeremiah and Denis describe how Dairygold is supporting farmers using AgNav, including one-to-one training on water quality. AgNav shows an assessment of current farm performance using data from Bord Bia, ICBF, Teagasc, and farmer-completed surveys. For beef and dairy farms, animal and production data from ICBF along with Bord Bia audit data are automatically entered into AgNav, which removes the need for farmers to do it themselves. Scientific models developed by Teagasc then use this data to calculate the individual farm's performance under the following key sustainability metrics: Greenhouse gas (GHG) emissions; Ammonia emissions; Production; Nutrient balance; Soil carbon. Note: Soil carbon will only be calculated if a farmer chooses to complete an AgNav-hosted survey on their farm's soils. If they do, AgNav will calculate how much carbon is captured in their soil and can adjust the farm's GHG emissions accordingly. The AgNav Forecaster is a core feature of the AgNav platform, and is currently available for dairy and beef enterprises. Farmers, or their advisers, can use the forecaster to analyse how changes in farming practices and management can impact each sustainability metric. Based on the forecaster analysis, beef and dairy farmers can identify which actions are most appropriate for their farm, allowing them to create a personalised farm sustainability action plan. Michael O'Donnell, calf-to-beef farmer, and his adviser, Teagasc Signpost Climate Adviser, Leonard Betts Farmers can choose actions to address water quality, gaseous farm emissions, and biodiversity. AgNav is available to all beef, dairy, and tillage farmers through the AgNav website ( Additionally, all beef, dairy, and tillage farmers can sign up for the free Teagasc Signpost Advisory Programme for support and guidance on using and implementing AgNav. Beef and dairy farmers can also join through an affiliated processor sustainability scheme.
Agriland
39 minutes ago
- Agriland
Catherine Connolly visits 'inspiring' wool project in Co. Galway
Deputy Connolly visited the Dúlra project in Connemara, Co. Galway Independent TD and presidential candidate, Catherine Connolly has praised a Connemara, Co. Galway, project working to turn waste wool into a valuable project. Deputy Connolly called the project "inspiring and vital" during a visit to FORUM Connemara's Dúrla project last week (Wednesday, July 30). During her visit, the TD met with farmers, researchers, and community leaders to explore how upland wool, currently classified as waste, could be reimagined as a sustainable, local resource in landscape restoration, agriculture, and rural enterprise. The Dúlra team and stakeholders with Independent TD Catherine Connolly discussing the possibility of using wool in ecological restoration on Simon Ashe's farm at Fernwood, Clifden. (Source: Dúlra project) The visit brought together a group including the FORUM CEO and board members, local farmers, representatives from the Irish Natura & Hill Farmers Association (INHFA), the Irish Farmers Association (IFA), Teagasc, and members of the Dúlra project team. According to the Dúrla project, Irish sheep farmers receive as little as €0.05-€0.20/kg for wool, while shearing costs can exceed €3 per sheep. With up to 4 million fleeces produced in Ireland each year, most of this wool has little or no market value, a situation Connolly previously called 'extraordinary' and unsustainable. Discussions centred on the challenges posed by wool's current classification as a Category 3 animal by-product and the barriers this creates for innovation and reuse. The roundtable also explored the future role of wool in upland farming, rural enterprise, and nature-based restoration, followed by a field visit to a peatland restoration area where the team highlighted the possibilities for using wool as a biodegradable alternative to imported materials currently used in restoration work. Deputy Connolly said: "Wool should never be treated as waste. It is an extraordinary national resource, full of untapped potential. "Projects like this show how we can reimagine wool as part of our response to climate, biodiversity and rural regeneration." 'We need to stop treating wool as a nuisance and start treating it as an opportunity, one that's local, renewable and deeply connected to our farming communities,' she added. The Dúlra Project is a multi-stakeholder landscape restoration initiative operating across special areas of conservation in Connemara and south Mayo.
