France becomes the First EU country to ban Shein and Temu Ads in crackdown on ultra-fast fashion

Behind the global success of platforms such as Shein and Temu lies one of the most unsustainable consumption models of our time. And today, France has decided to take action.

The French Senate has given final approval to a law targeting ultra-fast fashion, introducing a whole series of measures ranging from financial penalties to a ban on advertising. This unprecedented legislation could pave the way for new regulations across Europe.

Ultra-low-cost fashion fuels a spiral of overproduction, resource waste, climate-disrupting emissions, and textile waste. Images of mountains of discarded clothing in Chile’s Atacama Desert and of textile dumps choking entire communities in Ghana perfectly illustrate this.

Today, France is attempting to tackle the problem at its root.

French law

The law identifies two typical characteristics of ultra-fast fashion: the continuous release of thousands of new products onto the market and the very low quality of the clothing, which is often replaced rather than repaired because alterations cost more than a new item. A model designed to be consumed quickly and then forgotten even faster.

The principle adopted by French lawmakers is the “polluter pays” principle: whoever generates the greatest environmental impact must bear higher costs. Brands deemed responsible for particularly polluting production will be required to pay fees proportional to the environmental impact of their products. The funds collected will be used to finance textile recycling, clothing repairs, and more sustainable supply chains.

Stop influencer advertising and hauls

One of the most innovative aspects of the law concerns marketing. France aims to break the cycle that turns compulsive shopping into entertainment. For this reason, the bill bans advertising by ultra-fast-fashion brands and also aims to curb the so-called “hauls”— videos that have gone viral on social media in which creators and influencers unbox dozens of online purchases made for just a few dozen euros.

Such content has contributed to normalizing a model based on accumulation and disposability. Starting in 2027, anyone promoting these brands will face fines of up to 100,000 euros.

It therefore seems that France has realized that the problem is not merely industrial or commercial—it's cultural. That's why the new regulations also require informational messages about the environmental impact of purchases, as well as the possibility of reusing, repairing, and recycling clothing.

A message to Europe?

Let’s hope so. It remains to be seen whether this measure will actually succeed in changing consumer behavior and whether other countries will follow France’s example. One thing is certain: this is a historic turning point. For the first time, a government has decided to take direct action against an economic model based on the relentless production of cheap, short-lived clothing.

A strong signal at a time when the impact of climate change demands that we also rethink what we wear.