Overview
- The French Parliament approved the law definitively on Monday, June 29, 2026, aiming to curb ultra fast‑fashion by singling out large overseas marketplaces such as Shein, Temu and AliExpress.
- The reform defines 'mode ultra‑express' by two cumulative criteria — the volume of garments offered and a repair‑incentive coefficient — with exact numerical thresholds to be set later by government decrees.
- The law creates a rising per‑item financial malus that will phase in over time and may reach up to €20 per article by 2030, capped at 50% of the product’s pre‑tax price, with part of proceeds funding textile collection and recycling.
- The measure bans advertising for targeted platforms from 2027 and requires on‑site messages promoting repair and reuse, but the European Commission has raised legal reservations that could block the ad restriction.
- Critics and industry groups say the final text was weakened during negotiations, will mainly hit non‑EU marketplaces, and could be circumvented by tactics such as splitting inventory across multiple brands, making enforcement and decree details decisive for its effectiveness.