France Legislates to Curb "Ultra-Fast Fashion" Brands like Shein and Temu

(Central News Agency, Paris, June 30) -- The French Parliament has definitively passed a bill to curb "ultra-fast fashion," which will impose penalties on non-compliant companies and protect the domestic textile industry. Chinese e-commerce platforms Shein and Temu are frequently accused of selling large quantities of low-quality goods, generating waste and severe pollution.

The bill, proposed by National Assembly member Anne-Cecile Violland, aims to halt the rapid growth of ultra-fast fashion, represented by Shein. Following its passage by the National Assembly on June 24, the Senate also gave its approval yesterday.

According to franceinfo, ultra-fast fashion is defined by two criteria: the breadth of product styles available on the market, and whether repair is encouraged, measured by the ratio between the cost of the product and its repair cost.

The textile industry accounts for nearly 10% of global greenhouse gas emissions, and e-commerce platforms are often accused of supplying the market with large volumes of cheap, low-quality goods, leading to mountains of waste and severe pollution.

French Minister Delegate for SMEs, Commerce, and Crafts, Serge Papin, stated recently, "Three platforms are driving this trend. Three years ago, they were unknown to the public (...), and today, every French person knows them: Temu, Shein, AliExpress."

Le Monde reported that National Assembly member Charles Fournier stated that under lobbying pressure, the bill's initial ambition had been significantly weakened. Senator Jacques Fernique also expressed "great disappointment" with the new law's insufficiently strong measures.

Following the bill's passage, the government has pledged to release the implementation details soon. Minister for Ecological Transition and Territorial Cohesion, Mathieu Lefèvre, said, "The country is breaking new ground," and the new law "will not make consumers feel guilty" while protecting French jobs.

Le Figaro noted that the new law includes consumer protection measures, such as requiring the origin of clothing to be indicated on web pages. In terms of taxation, ultra-fast fashion retailers will lose a 60% tax reduction benefit for corporate donations of unsold goods.

The most closely watched provision is the ban on advertising for ultra-fast fashion brands, covering websites, television, and social media influencers. However, actual enforcement remains uncertain, as the European Commission has expressed reservations about whether certain measures comply with EU regulations, including those related to advertising. (Editor: Chen Cheng-kung) 1150630

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