The French Parliament passed a bill against Shein and Temu companies

The French Parliament has finally approved a law against ultra-fast fashion, France24 reports. The document, which has been discussed for more than two years, primarily affects Chinese online platforms Shein, Temu and AliExpress. Its goal is to reduce the environmental damage caused by the mass production of cheap clothing and encourage more responsible consumption.

The law introduces special criteria by which companies will be classified as “ultra-fast fashion”. The main features will be a huge range of new products and prices so low that repairing clothes becomes economically meaningless. The specific thresholds will be determined later by the government.

Companies covered by the law face financial penalties for every item sold. The amount of fees will gradually increase and by 2030 could reach 20 euros per item, but will not exceed half the cost of the product before taxes. The funds received will be used to develop textile recycling systems, clothing repair and support for more environmentally friendly manufacturers. In addition, the law prohibits advertising of ultra-fast fashion brands, including through bloggers and influencers. Online retailers will also be required to post reminders to consume, reuse and repair things wisely. However, the European Commission has already expressed doubts whether the advertising ban complies with EU law, so its implementation may face legal difficulties.

During the discussion, the bill was significantly softened. As a result, it does not apply to many European chains, including Zara, H&M and Kiabi, which has drawn criticism from environmental groups and some MPs. In their opinion, the document has lost much of its original ambitions and focused mainly on the largest Asian marketplaces.

Despite this, French authorities consider the adoption of the law an important step in the fight against the negative consequences of the ultra-cheap clothing industry. France became one of the first countries in Europe to introduce separate legislation specifically regulating the ultra-fast fashion sector.