France adopts law targeting Shein and Temu with per‑item penalties

On 29 June 2026 the French Senate passed a law aimed at "ultra fast fashion" platforms, specifically targeting the Chinese‑based marketplaces Shein, Temu and AliExpress. The legislation introduces a financial malus that will rise to as much as €20 per garment by 2030, capped at 50 % of the item’s pre‑tax price, and directs the collected funds toward textile‑collection and recycling infrastructure.

The law also bans advertising for the identified platforms, including promotion by influencers, although the ban will be limited to influencers if the European Court of Justice finds it incompatible with EU law. French authorities stress that the measure excludes domestic and other European fashion retailers, aiming solely at extra‑European operators whose business models rely on massive daily catalogue turnover and low‑price sales.