France: Directorate-General for Competition, Consumer Affairs and Fraud Control fined on Shein EUR 40 million for deceptive commercial practices

On 3 July 2025, the French Directorate-General for Competition, Consumer Affairs and Fraud Control (DGCCRF) reached a settlement with Infinite Style E-commerce LTD (ISEL), responsible for Shein product sales, imposing a EUR 40 million fine for deceptive commercial practices. The settlement followed a DGCCRF investigation, conducted between 1 October 2022 and 31 August 2023, which found that ISEL's practices misled consumers regarding price reductions and the extent of environmental commitments. Specifically, ISEL violated regulations on price reduction announcements by not adhering to the requirement of using the lowest price from the previous 30 days as the reference price, creating the false impression of significant discounts where often no reduction occurred, a smaller reduction than advertised, or even a price increase. Furthermore, the company was unable to substantiate environmental claims made on its website, such as presenting itself as a responsible company, reducing its greenhouse gas emissions by 25%. ISEL accepted the fine as part of the settlement reached with the public prosecutor of Paris.