BUSINESS

France Passes Fast-Fashion Bill Targeting Shein, Temu

Published: Jul. 1, 2026 2:24 a.m. GMT+8

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A Shein store inside a shopping mall in Paris, March 19, 2026. Photo: VCG

France’s Senate passed a bill on Monday aimed at curbing ultra-fast fashion, targeting platforms such as Shein, Temu and AliExpress with per-item penalties and advertising restrictions.

The measure, which still requires presidential promulgation to take effect, marks one of Europe’s most direct legislative moves against low-cost, high-volume online fashion retailers, many of them linked to Chinese cross-border e-commerce.

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What Happened When

Between 2010 and 2023：: Number of garments placed on the French market rises 39%, to 3.2 billion items in 2023 from 2.3 billion in 2010.

2024：: A Senate report says 800 million parcels entered France, 90% of them from China.

Late 2025：: Shein is accused of selling sex dolls resembling children, prompting French government and customs actions; Paris prosecutor's office opens investigations into AliExpress, Temu, and Wish.

June 3, 2026：: France’s DGCCRF fines Shein approximately €22.5 million over consumer-protection issues (returns, product information, order confirmations).

June 16, 2026：: BHV Marais, the Paris department store that hosted Shein’s first physical shop in France, says it will end its partnership with Shein.

2026：: France’s Senate passes a bill on Monday, June 29, 2026, targeting ultra-fast fashion platforms with per-item penalties (€0.25 to €6) and advertising restrictions.