France proposes fast fashion penalty and advertising ban

France has proposed a ban on fast fashion advertising, as well as a penalty for companies selling fast fashion products.
France fast fashion penalty

France’s lower house has approved a bill that could introduce a ban on fast fashion advertising, as well as a penalty for companies selling fast fashion products.

The bill targets the environmental impact of rapidly growing fast fashion retailers like Shein and Temu.

If passed by France’s Senate retailers would have to pay a fast fashion penalty. Retailers would be required to pay up to €10 ($AU17) on every product sold by 2030.

Here’s what the bill proposes.


The bill is focused on compelling fast fashion companies. It aims to reduce the environmental impacts of the production and distribution of products.

France is calling on retailers to encourage its customers to reuse, repair, and recycle clothing when visiting an online sales platform. It also holds retailers responsible for “raising awareness” of the “environmental impact” of fast fashion.

This would be through a display message or notice positioned “near the price”.

Fast fashion penalty in France

A penalty would be applied to each product, which will gradually increase each year. This penalty would mean fast fashion retailers would have to pay a fee on each product sold in France. This includes companies like Shein and Temu.

Starting in 2025, the bill seeks to implement a €5 ($AU8) penalty on each product. This would increase by €1 every year until 2030, where €10 ($AU17) will be charged per product.

The bill states that a portion of the money collected will be used to fund recycling plants for clothing.


The bill would also see a ban on advertising fast fashion products.

It aims to discourage marketing that drives fast fashion.

In many circumstances, companies announce a new clothing collection before the previous collection is even released. This cycle is frequently repeated. It encourages people to keep purchasing from the latest collection, even if they don’t need new clothes — driving fashion waste.

The advertising ban would also include household linen and shoes.

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