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France declares war on ultra-fast fashion

Key Provisions of the Law
The new law imposes a multilayered framework of taxation, market constraints, and consumer-facing requirements. Central to the legislation is the introduction of a mandatory ‘eco-score’ for garments sold in France. Each product must disclose its environmental impact, including emissions, water usage, and recyclability. Items receiving low scores will initially incur a penalty tax of €* per item, with the figure set to rise to €** by ****. This aims to eliminate the low-cost advantage underpinning Shein and Temu’s appeal by transferring environmental costs directly onto consumers.

The law also implements a ban on advertising for ultra-fast fashion brands. This covers all traditional media, including television, radio, and billboards, as well as digital platforms. Influencers are subject to penalties for promoting these brands—a first in global legislation. The ban is designed to cut off a major source of consumer engagement and limit visibility, which is seen as essential for maintaining high sales volumes in the sector.