France’s Senate has passed a revised law aimed at curbing ultra-fast-fashion retailers such as Shein, Temu and AliExpress, introducing product-based fines and sweeping advertising restrictions after more than two years of legislative debate.
Reuters reported that under the law, ultra-fast-fashion companies will face fines ranging from €0.25 to €6 per product this year, rising progressively to as much as €10 per item by 2030. The legislation also bans advertising by ultra-fast-fashion platforms and prohibits online influencers from promoting their products.
The bill, which still requires presidential approval before coming into force, is designed to target online-only fast-fashion models rather than European retailers such as Zara and H&M.
“What is at stake today is not just clothes, but the societal model we want to defend,” said Serge Papin, France’s minister for small enterprises.
He said the industry being targeted “floods our markets with disposable fashion, with clothes worn only a few weeks before being thrown away”.
The move marks the culmination of prolonged negotiations between France’s upper and lower houses, as lawmakers sought to align the framework with European Union (EU) digital and e-commerce regulations.
Shein said parts of the bill “appear to retain inconsistencies” with EU rules governing digital services and e-commerce, while the European Commission did not immediately comment. Temu and AliExpress also did not respond to requests for comment.
The original version of the bill was passed by France’s lower house in March 2024, with a more targeted Senate revision approved in June 2025 focusing on online ultra-fast-fashion platforms.
