France is moving to regulate ultra-fast fashion. The Senate has overwhelmingly approved a bill aimed mainly at Chinese e-commerce giants like SHEIN and Temu, introducing an “eco-score” system that will tax companies with poor environmental performance up to €10 per product by 2030, capped at 50% of the product’s price. The law also bans fast fashion advertising, penalizes influencers promoting these brands, and requires clearer environmental impact disclosures for consumers. This legislation comes as fast fashion sales in France have surged, with advertised product values rising from €2.3B in 2010 to €3.2B in 2023, and the average French consumer buying about 48 clothing items per year while discarding 35 items every second. Though some environmental groups argue the bill was diluted—especially by exempting European brands like Zara and H&M—the move is widely seen as a big first step in addressing the ecological damage posed by fast fashion giants. (RFI)
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