Brussels, 2024-09-25 – WhizzBang, the leading European network advocating for consumer and data protection for expatriates, draws attention to the recent actions taken by Italy’s antitrust authority (AGCM) against Shein, the online fashion retailer, for potential greenwashing practices. The investigation focuses on Shein’s ‘evoluSHEIN’ clothing line, which is marketed as sustainable. Concerns have been raised that the collection may mislead consumers regarding the actual environmental benefits of the products.

The Italian authority is examining whether Shein’s promotional materials overstate the use of eco-friendly fibers and fail to disclose that the garments are not recyclable. Additionally, the company’s stated commitment to decarbonization appears to be contradicted by reported increases in greenhouse gas emissions in 2022 and 2023. Under European Union regulations, companies are required to substantiate environmental claims about their products, with non-compliance potentially resulting in fines ranging from €5,000 to €10 million.

“Ensuring accurate environmental claims is essential for consumer trust,” stated Iwona Szczeblewski, Chair of EuroConsum e.V. / WhizzBang Viadrina. “Expatriates and all consumers deserve transparency to make informed choices, and addressing potential greenwashing practices is a step toward maintaining integrity in the marketplace.”

WhizzBang emphasizes the importance of truthful marketing and the need for companies to provide verifiable information regarding the sustainability of their products. The organization supports regulatory actions that protect consumers from misleading claims and promote environmental accountability.