01 July 2026 , 15:50
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France’s Senate has passed a revised bill targeting ultra-fast fashion retailers such as Shein, Temu and AliExpress after more than two years of negotiations between the upper and lower houses of parliament to ensure the legislation complies with European Union law.
Under the bill, ultra-fast fashion companies would face fines ranging from €0.25 to €6 per product this year, rising to €10 per product by 2030. It also bans advertising by ultra-fast fashion companies and prohibits online influencers from promoting their products. The legislation must still be signed by the French president before it can take effect.
"What is at stake today is not just clothes, but the societal model we want to defend," said Small Enterprises Minister Serge Papin. "The industry targeted by this bill is one that floods our markets with disposable fashion, with clothes worn only a few weeks before being thrown away."
Shein said some provisions of the bill appear to conflict with the European framework governing digital services and e-commerce, while the European Commission did not immediately comment. Temu and AliExpress also did not immediately respond to requests for comment.
The first version of France’s anti-fast-fashion bill was approved by the lower house in March 2024. The revised version adopted by the Senate focuses specifically on online ultra-fast fashion platforms, excluding European retailers such as Zara and H&M.
Politics Editor