France imposes restrictions on Temu and Shein
The French Senate has backed an updated version of a bill targeting companies in the fast fashion sector.
This refers to large online platforms that sell cheap clothing, footwear and accessories in very large volumes. Among them, Reuters names Shein and Temu.
The bill has been in the making for over two years. It was discussed between the upper and lower houses of parliament to bring the text into line with European Union legislation.
What fines are envisaged?
The bill provides for financial penalties for companies in the fast fashion sector.
In 2026, the fine could range from 0.25 to 6 euros per item.
By 2030, the maximum fine is set to rise to 10 euros per item.
In effect, this means that the more goods a platform sells on the French market, the greater the financial burden may be.
What will happen to advertising
The draft bill also bans advertising by fast-fashion companies.
There is a separate ban on the promotion of such goods via influencers.
This could significantly restrict the marketing model of platforms that actively use social media, bloggers and targeted advertising to sell cheap goods.
When the law might come into force
For the bill to come into force, it must still be signed by French President Emmanuel Macron.
Once this has happened, the new rules will become part of French law.
Why is France restricting such platforms?
French lawmakers explain the restrictions as a need to curb the ‘fast fashion’ model, which encourages mass consumption of cheap goods.
Such platforms are often criticised for overproduction, their environmental impact, low prices and aggressive marketing on social media.
For shoppers in France, the new rules could mean higher prices for some goods on Temu, Shein and similar platforms.
For the companies themselves, this creates the risk of higher costs, advertising restrictions and more challenging operating conditions in the French market.
If the French model proves effective, other EU countries may also begin to discuss similar restrictions.
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