France passes law banning advertising for ultra fast‑fashion platforms Shein and Temu

The French Parliament approved legislation aimed at curbing the environmental and social impacts of ultra fast‑fashion. The law, adopted by both chambers, prohibits any advertising or influencer promotion of brands classified as ultra fast‑fashion, specifically targeting Chinese e‑commerce platforms such as Shein, Temu and AliExpress. Companies will face per‑item penalties that can reach up to €20 (about 50 % of the pre‑tax price) by 2030, and influencers who breach the ban can be fined up to €100,000.

Implementation will require online retailers to display sustainability messages near prices, indicate the garment’s origin, and promote repair, reuse and recycling. The measures come into force on 1 September 2026, pending EU Commission approval of related decrees. Critics note that the law excludes European fast‑fashion brands like Zara and H&M and argue that the penalties have been softened from the original proposal, but the government portrays the step as essential to reduce waste and improve labour standards in the supply chain.