French Parliament Passes Law Targeting Ultra-Fast Fashion Retailers

The French Parliament has approved legislation aimed at regulating the environmental impact of ultra-fast fashion, completing more than two years of legislative debate.

Fernanda Butron

The law introduces financial penalties, advertising restrictions and new transparency requirements for companies classified as ultra-fast fashion retailers, including Shein and Temu.

Under the legislation, environmental penalties will apply to products sold by companies that meet criteria for ultra-fast fashion. The fees are scheduled to increase over time, beginning with lower per-item charges and rising to as much as €10 per product by 2030. The law also provides for mandatory environmental information to be made available to consumers regarding affected products.

The legislation prohibits advertising by companies designated as ultra-fast fashion retailers and bans paid promotion of those companies by online influencers. French officials have stated that the measures are intended to address the environmental effects associated with high-volume, low-cost clothing production and consumption.

The law distinguishes ultra-fast fashion from broader fast fashion. According to French officials, the measures are designed to apply primarily to platforms such as Shein, Temu and AliExpress rather than to European apparel retailers. The criteria for determining which companies fall within the scope of the legislation will be specified through implementing decrees.

The bill was first introduced in 2024 and underwent several revisions before the National Assembly and Senate agreed on a final version. Lawmakers amended the original proposal to align it with European Union regulations before giving final approval.

Before the law can take effect, it must be promulgated by French President Emmanuel Macron. Some provisions, including the advertising restrictions, may also be subject to review for compatibility with European Union law.

Shein has disputed its classification as an ultra-fast fashion retailer, stating that its business model differs from that category. The company has also said it supports sustainability initiatives. Temu has not publicly commented on the legislation in the reports cited.

France is the first European Union country to adopt legislation specifically targeting ultra-fast fashion through financial penalties and advertising restrictions.

^{France 24. (2026, June 29). French parliament passes fast fashion bill targeting Shein and Temu. https://www.france24.com/en/france/20260629-french-parliament-passes-fast-fashion-bill-targeting-shein-and-temu
Global Banking & Finance Review. (2026, June 29). French parliament passes fast fashion law to curb Shein, Temu. https://www.globalbankingandfinance.com/french-parliament-passes-fast-fashion-law-curb-shein-temu/
Le Monde. (2026, June 29). French parliament passes law to curb rise of fast fashion. https://www.lemonde.fr/en/france/article/2026/06/29/french-parliament-passes-law-to-curb-rise-of-fast-fashion_6754983_7.html}