Italy’s competition watchdog, AGCM, has fined Chinese fast fashion giant Shein €1 million ($1.16 million) for misleading consumers about the environmental impact of its products.

The fine targets Infinite Styles Services Co. Limited, the Dublin-based firm responsible for Shein’s European website, following a months-long investigation into “greenwashing” practices.

The probe, which began in September 2024, examined the sustainability claims made on Shein’s platforms. According to AGCM, many of the company’s statements regarding environmental sustainability and social responsibility were “vague, generic, and overly emphatic.” In some cases, the authority said the claims were outright misleading or omitted key information.

AGCM stressed that Shein bears an “increased duty of care” due to its operations in the fast and super-fast fashion sectors—industries widely recognized as environmentally harmful.

“The company operates in a highly polluting sector and uses highly polluting production methods,” the authority said in a statement, underscoring its decision to impose the fine.

When the investigation was first launched, Shein stated it was prepared to cooperate fully with Italian regulators, promising to provide all necessary documentation and support. As of publication, the company has not issued a response to the fine.

The ruling adds to growing global scrutiny of fast fashion brands over their environmental and ethical practices. As consumer awareness rises, regulators across Europe are stepping up efforts to hold companies accountable for exaggerated or false sustainability claims.