France Tightens Grip on Ultra-Fast Fashion with Updated Bill
On June 30, the French government approved a revised version of a bill aimed at curbing ultra-fast fashion platforms like Shein, Temu, and AliExpress. After more than two years of negotiations between the National Assembly and the Senate, the legislation introduces penalties for these companies starting in 2024, ranging from €0.25 to €6 per product. By 2030, the fines could escalate to as much as €10 per item.
The measure also includes a complete ban on advertising for such companies and prohibits influencers from promoting their goods on social media. These steps are designed to reduce the societal and environmental impact of ultra-fast fashion. As Serge Papin stated,
“this is not just about clothing, but about the model of society we want to protect.”
Legislative Timeline and Broader Implications
The bill’s initial version was passed by the lower house in March 2024, with the Senate endorsing its own revision in June 2025. To become law, it must still be signed by the French president. Notably, the legislation targets only online ultra-fast fashion platforms and does not apply to European fast-fashion brands such as Zara and H&M.
France’s next presidential election is scheduled for April 18 and May 2, 2027.
This legislative push is part of France’s broader effort to combat overconsumption and the fashion industry’s environmental toll. The advertising and promotion bans signal a policy shift toward fostering more sustainable consumer habits. While the new rules specifically address online platforms, their enforcement could ripple through the wider fashion sector, encouraging traditional brands to rethink their own practices. This marks a significant step toward greater environmental accountability in fashion.