Ultra-Fast Fashion companies launch thousands of styles every week, relying on cheap labor and non-sustainable materials. Their business model also promotes “disposable consumption” and “disposable culture.” France has taken action to crack down on the fast fashion industry. The Senate has almost unanimously passed a new bill that will ban Ultra-Fast Fashion platforms from advertising in France in the future and impose penalties on businesses that fail to meet environmental standards

France has indeed taken decisive action to address the environmental and social impacts of ultra-fast fashion, whose business model is characterized by launching thousands of new styles weekly, relying on cheap labor, and using non-sustainable materials, all while promoting a culture of disposable consumption.

The French Senate passed new legislation on June 10, 2025, with nearly unanimous support (337 votes to 1), targeting ultra-fast fashion platforms such as Shein and Temu. The bill introduces several key measures:

– Advertising and Influencer Ban: All advertising and influencer promotions for ultra-fast fashion brands will be banned in France. This includes digital and social media marketing, which is a primary growth channel for these companies.
– Eco-Tax and Penalties: Ultra-fast fashion goods will be subject to an eco-tax, starting at €5 per item in 2025 and rising to €10 per item by 2030, with the tax capped at 50% of the product’s retail price. Retailers that fail to meet minimum environmental standards face additional penalties of at least €10 per item or up to half the product’s pre-tax price.
– Mandatory Environmental Disclosures: Retailers must display detailed information about the carbon emissions, resource consumption, and recyclability of each item at the point of sale. An “eco-score” system will be implemented to rank products’ sustainability, influencing tax rates and helping consumers make informed choices.
– Targeted Scope: The law specifically focuses on “ultra-fast fashion” platforms (primarily non-EU companies like Shein and Temu), distinguishing them from traditional European fast fashion brands such as Zara and H&M, which are largely exempt from the harshest penalties.

The legislation is designed to curb overconsumption, reduce textile waste, and shift the industry toward more sustainable practices. Funds collected from the eco-tax will support sustainable local fashion initiatives. The bill now moves to a joint committee for finalization and requires notification to the European Commission before becoming law.

Critics argue that the law does not go far enough to address the broader fast fashion industry, as it largely spares established European brands. However, supporters see it as a significant step toward holding ultra-fast fashion companies accountable for their environmental and social impacts.