France bans ultra‑fast‑fashion ads and imposes taxes on Shein, Temu, AliExpress

On 29 June 2026 the French parliament approved a law that taxes and prohibits advertising for ultra‑fast‑fashion platforms such as Shein, Temu and AliExpress. The legislation introduces a per‑item tax that varies with the brand’s market volume and the repair‑cost ratio, and allows fines of up to 50 % of a product’s price. Advertising for ultra‑fast fashion will be banned across all media from 1 January 2027. The French government says the measures target the environmental damage caused by disposable clothing, which accounts for nearly 10 % of global greenhouse‑gas emissions. The European Commission has raised questions about the law’s compatibility with EU rules, but France maintains that it follows precedents set for alcohol and tobacco regulation.

Separately, the French government announced that the 2‑euro tax on small parcels (under €150) introduced in March 2026 will be suspended on 1 July 2026. The tax, aimed at curbing imports from Chinese e‑commerce sites, was largely evaded by routing shipments through other EU countries. An EU‑wide customs duty of €3 per item will replace the national measure, reflecting France’s push for a harmonised European approach.