France is even regulating influencer marketing: Shein and Temu ads could disappear from social media
The amended bill targets ultra-fast fashion platforms, and each item could face fines of up to 10 euros in the future.
Key takeaways
- The French Senate has passed an amended bill targeting ultra-fast fashion, with online-only platforms such as Shein, Temu, and AliExpress in its sights.
- The bill bans ultra-fast fashion companies from advertising and prohibits influencers from promoting related brands on social media.
- Companies could face environmental fines calculated per item, rising to as much as EUR 10 per item by 2030.
Related reading: CHANEL acquires Charvet: protecting the next generation of France’s oldest shirtmaking atelier
France isn’t just regulating clothing this time: influencers may also be barred from promoting ultra-fast fashion brands on social media. After more than two years of discussion, the French Senate formally passed an amended bill targeting online-only platforms such as Shein, Temu, and AliExpress, which rapidly add new products and sell them at low prices.
Influencers may no longer be allowed to promote ultra-fast fashion
images from/getty images
The bill’s most closely watched provision bans companies classified as ultra-fast fashion from advertising in France. It also prohibits influencers, content creators, and social media personalities from promoting products for these platforms.
Ultra-fast fashion platforms have long relied heavily on Instagram, TikTok, and discount-code partnerships to reach younger consumers. Unboxing videos, shopping posts, and haul content featuring dozens of low-priced clothing items could all fall under the new rules.
Fines could reach EUR 10 per item of clothing
images from/getty images
Along with restrictions on advertising and influencer promotions, the bill introduces environmental fines calculated per item. Under the current version, ultra-fast fashion companies could face fines of EUR 0.25 to EUR 6 per item in 2026. The amount is expected to increase gradually, reaching as much as EUR 10 per item by 2030.
The French government hopes that price and advertising restrictions will reduce the environmental burden caused by mass production, rapid purchases, and the quick disposal of clothing. Serge Papin, France’s minister for small businesses, also said the debate is about more than clothing; it concerns the kind of consumption model society wants to support.
Shein and Temu are being targeted, while Zara and H&M are excluded for now
images from/getty imagess
The amended bill mainly targets online-only ultra-fast fashion platforms with no physical stores that add large volumes of new products every day. Shein, Temu, and AliExpress are therefore the main targets of regulation, while Zara, H&M, and some European fast fashion brands are not subject to the same level of restrictions.
The classification has also sparked debate. Supporters say ultra-fast fashion platforms add new products far faster and in far greater quantities than typical brands. Critics question whether excluding some European companies creates an unfair double standard.
The bill has not yet taken effect
images from/getty images
The Senate’s passage of the amended bill does not mean all restrictions will take effect immediately. The bill must still be formally promulgated by the French president before it can be enforced, and it may also face review under European Union rules on digital services and e-commerce.
By restricting platform advertising, banning influencer promotions, and imposing environmental fines per item, France has pushed the issue of ultra-fast fashion beyond an environmental debate into social media culture and consumer behavior. The fashion unboxings and discount codes people see on social media could change as a result.
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