As of: March 25, 2024, 9:43 a.m
By: Max Schäfer
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France is taking action against Shein, Temu and Co.
A new law is intended to force fast fashion providers to comply with environmental standards.
Paris – France wants to regulate “fast fashion” providers more tightly.
The country wants to use an advertising ban and price surcharges to take action against the business model of Shein, Temu and other low-cost providers, who are criticized for selling masses of products of poor quality and without consideration for the environment.
The law provides for an environmental tax of up to ten euros per item for goods that do not meet a number of specified criteria.
These include recyclability or water consumption during production.
France is also planning to ban advertising for companies that encourage excessive consumption.
Advertising ban and surcharge against Shein and Co: France is taking action against the “dirtiest industry”.
The bill so far provides a loose definition of “fast fashion”.
These include brands that bring a large number of items onto the market within a short period of time.
“If we were to specifically stipulate the criteria in the law, our authorities would quickly be outsmarted and the fight would come to nothing,” MP Anne-Cécile Violland explained
the loose definition in
Spiegel .
Violland is the initiator of the bill that was debated in the National Assembly last week.
Parliament has already agreed, now it is the Senate's turn.
Environment Minister Christophe Béchu also supports the initiative.
The politician from the Horizons party, part of the Macron alliance, is harsh on providers like Shein and Temu: “Fast fashion is the dirtiest industry in the world.”
Activists are protesting against Shein, now France wants to follow suit and, among other things, enforce an advertising ban against fast fashion.
© Marc Asensio Clupes/dpa
The politician points to the relatively high CO2 emissions of the clothing industry, which account for ten percent worldwide.
“If the industry continues to develop unabated, the share will even be 26 percent in 2050,” Violland told Spiegel, referring to data from the French environmental agency Ademe.
“Not to forget the massive pollution of water and soil in the Asian countries where this disposable fashion is manufactured.” The ecological balance is also catastrophic.
Violland also criticized the working conditions in the countries of origin.
Surcharge and advertising ban: What exactly does France's law against “fast fashion” plan to provide?
France now wants to put a stop to the business model.
The best means, according to MPs, is price.
“Price is everything, the brands have to be as cheap as possible,” said Violland.
“We won’t allow them to do that anymore.” However, the money is not intended as a tax, but rather should flow into the recycling of fashion and into sustainable labels.
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However, the aim of the law is also to raise awareness of the environmental consequences of “fast fashion”.
“France is forcing providers to use banners on all French online presences to draw attention to the ecological consequences of their business,” said Violland.
The law also provides for a ban on advertising.
A violation is associated with high penalties.
“Companies face penalties that are as high as their advertising budget.
A campaign on which one million euros is spent costs twice as much,” explained the politician in
Spiegel
.
France also wants to ask influencers who advertise cheap fashion to pay.
A fine of up to 15,000 euros is possible.
In Europe, Shein gained a foothold primarily through influencer marketing, explained
Wirtschaftswoche
.
According to Violland, France is not practicing protectionism with this initiative.
The environmental criteria also apply to European brands.
The penalty also applies to an expensive dress if it performs poorly in the eco-evaluation.
“I want Shein to become virtuous,” said the politician.
“If Shein offers ecologically sustainable clothing tomorrow, the problem will be solved.”
“Disposable fashion” as a “global phenomenon”: French MP calls for “fast fashion” law in Germany and the EU
“We can no longer afford this overconsumption.
Our planet cannot bear it,” explained the politician.
She therefore hopes that other countries like Germany will follow suit.
“Disposable fashion is a phenomenon of globalization, and Europe is a powerful economic bloc in this world.” Violland demands that the “destructive business” must be combated at the EU level.
However, an EU initiative is not planned - nor in Germany.
This is reported by
Wirtschaftswoche
with reference to the German Environment Ministry.
However, the EU Ecodesign Regulation also applies to fashion.
Accordingly, products must be able to be recycled and repaired.
From 2028, unused and unsold goods may no longer be destroyed.
Shein criticizes French law on “fast fashion”
The Shein company criticized the project.
The bill “particularly harms those who have to pay attention to the price,” the company emphasized.
The company also points out that it only bases production on demand.
(ms with afp)