France's Parliament definitively adopted a law targeting ultra-fast fashion retailers like Shein and Temu, imposing per-item penalties ranging from €0.25 to €6 in 2026 and rising to as much as €10 by 2030. The law also bans advertising by ultra-fast fashion businesses, including promotions through online influencers, and aims at online-first operators that release high volumes of low-price products over short periods. The revised text was narrowed to focus on ultra-fast fashion rather than the broader sector, excluding European retailers like Zara and H&M, according to Reuters. Shein told Reuters some measures appeared inconsistent with the EU framework governing digital services and e-commerce, and the law still needs presidential promulgation before it can be enforced.
