Wed Sep 25 08:46:00 UTC 2024: ## Shein Under Investigation for Misleading Environmental Claims in Italy
**Milan, Italy** – Italy’s antitrust agency has launched an investigation into Shein’s website and app, operated by Dublin-based Infinite Styles Services CO Limited, for potentially misleading consumers about its environmental practices.
The agency alleges that Shein’s website uses generic, vague, and confusing environmental claims to portray a sustainable image, despite evidence to the contrary. Specifically, the agency points to claims about the “evoluSHEIN” collection, suggesting that the garments are made from a significant amount of green fabrics while failing to mention their non-recyclable nature. Additionally, the website emphasizes a commitment to decarbonization, which appears inconsistent with Shein’s sustainability reports showing an increase in greenhouse gas emissions in 2022 and 2023.
This investigation follows a growing trend of European regulators scrutinizing potentially misleading environmental claims by companies, fueled by new European Union regulations aimed at curbing greenwashing.
Shein, known for its inexpensive clothing, has faced increasing scrutiny regarding its labor practices and environmental impact, particularly following reports of a potential listing on the London Stock Exchange. The company has stated its commitment to complying with regulations and maintaining transparency with customers.
Abbie Morris, CEO of Compare Ethics, a green claims compliance firm, highlights the “green claims correction period” where companies are facing investigation and potential fines for unsubstantiated claims.
Italy’s antitrust agency, responsible for consumer protection and competition issues, has also launched investigations into Google, Armani, and Dior. Companies found in breach of consumer rights regulations face fines of €5,000 to €10 million.
Shein’s Europe, Middle East, and Africa headquarters are located in Dublin, while its global headquarters are in Singapore.
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