Overview
- Parliament approved the bill on Monday, June 29, 2026, completing a two‑and‑a‑half year effort to single out ultra‑fast fashion platforms such as Shein, Temu and AliExpress.
- The law uses a two‑pronged test to define 'ultra‑fast fashion' by the number of distinct product listings and whether repair costs exceed replacement, and it will apply rising per‑item fees that may reach roughly €20 by 2030 with caps tied to pre‑tax price.
- The text bans advertising for companies that meet the ultra‑fast definition, including paid influencer promotions, requires environmental labelling and on‑site messages promoting repair and reuse, and sets fines up to €100,000 per violation.
- Implementation depends on technical decrees that will set exact thresholds, rates and enforcement rules, and the European Commission has raised legal questions so targeted platforms are widely expected to mount court challenges.
- Critics say the narrowed definition spares many European and French fast‑fashion chains, revenues from penalties will fund collection and recycling infrastructure, and the measure could raise prices or change marketing for low‑cost online sellers.