France Nature Environnement denounces a shein advertising campaign that it deems false

The Association seized the judge of advertising ethics against the Fast-Fashion brand.

France Nature Environnement enters the judge of advertising ethics against the Shein brand, learned Monday June 2 France Inter With the association, while the “Anti fast-feashion” bill arrives in session in the Senate. In question: an advertising campaign of the brand.

The association calls into question the slogans of the advertising campaign such as: “Why should fashion be a luxury?”. For Axèle Gibert, in charge of waste at France Nature Environnement, “What is trying to do Shein is to identify the idea that this law will ultimately penalize the most precarious populations”.

Axèle Gibert explains that in this advertising campaign, there is a QR code that takes on a site where it is registered that “Shein is committed to a more sustainable fashion”. Consumers can see a “Panel of commitments claiming that the brand would obtain responsible for responsible ways, would limit stocks and engage in carbon neutrality in 2050”.

False claims for France Nature Environnement which affirms that the brand “doubled his CO2 emissions between 2023 and 2024”. “Shein is a brand that produces in masscontinues Axèle Gibert, which uses very polluting products “. For the association, which therefore seizes the judge of advertising ethics, “The advertising campaign misleads the public. It is a violation of the recommendations of the Professional Advertising Regulatory Authority”.

As a reminder, the bill (PPL) against fast food – carried by the deputies of the Horizons group and adopted unanimously by the National Assembly in March 2024 – provides in particular the establishment of a penalty to compensate for the environmental impact of these clothes, or the prohibition of advertising for these clothes, like the Evin law for alcoholic drinks. The goal: to penalize the so -called disposable fashion came largely from Asia and reduce the environmental impact of the textile industry.

In addition to the action carried out by France Nature Environnement, Shein is also the subject of a procedure launched by the European Commission for suspicions of consumer deception. Furthermore, in France, two NGOs (Friends of the Earth and the Multinational Observatory) seized the High Authority for the Transparency of Public Life (HATVP), pointing with defects of declarations of activities of representation of the group to policies.