The French parliament passed a bill on Monday, following a final reading in the Sénat on June 29, aimed at curbing the rise of fast fashion and reducing the environmental impact of the textile industry.
The legislation targets companies that release high volumes of low-price apparel, specifically naming major Asian e-commerce platforms such as Shein, Temu, and AliExpress. Although the law underwent numerous revisions over the last two years to protect and accommodate domestic players in France, those concessions exclude the targeted online giants.
To enforce these goals, the law establishes penalty fees and a ban on advertising and influencer promotions for environmentally irresponsible companies. This includes a per-item fee for producing textiles en masse that will increase over time.