France passes law banning ads for ultra‑fast‑fashion platforms

The French Parliament has approved a law aimed at curbing ultra‑fast‑fashion, targeting online platforms that sell large volumes of low‑cost clothing such as Shein, Temu and AliExpress. The legislation bans all advertising for these platforms, including promotions by influencers, and requires the sites to display messages encouraging moderation, reuse and repair. Financial penalties are introduced, ranging from €0.25‑€6 per product in 2026 and rising to as much as €10‑€20 per item by 2030, capped at 50 % of the pre‑tax price, with part of the proceeds earmarked for recycling infrastructure. Companies will also have to pay an environmental contribution per item based on sustainability criteria. The law, effective at the turn of 2026/27, follows a surge in textile waste – 885,000 tonnes of clothing entered the French market in 2024 – and aims to reduce the sector’s share of global emissions, which is about 10 % of greenhouse gases. While the measure spares European brands such as Zara or H&M, critics argue that the scope has been narrowed and that parts of the law may conflict with EU rules, a point the European Commission has flagged. The bill now awaits presidential promulgation and could set a precedent for similar regulations across the EU.