Italy’s competition regulator, Autorità Garante della Concorrenza e del Mercato (AGCM), imposed a €1 million fine on fast fashion company Shein on Monday for publishing misleading environmental claims related to the amount of pollution the company produces.

The AGCM investigation found that Shein made false claims about the recyclability of its clothing and that there was no evidence to back up Shein’s claim that its use of “green” fibers and other “sustainable” materials in certain clothing lines offered any “substantial environmental benefit.” In addition, the AGCM concluded that Shein’s claimed goal of reducing greenhouse gas emissions 25 percent by 2050 was misleading given the increase in emissions that the company produced from 2023-24 and the lack of a concrete plan as to how the

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