France’s Senate approved a new bill regulating fast fashion yesterday, which, if put into effect, would basically ban advertising by fast-growing e-commerce platforms like Shein or Temu (including eco-score penalties, ad bans, and influencer sanctions).
Senators voted almost unanimously (337 votes in favour, one against) for a revised version of a bill passed by France last year, intended to lower the environmental effects of the fashion industry, which is one of the largest polluters in the world.
The updated version of the bill separates classic fast fashion brands (like Zara and H&M) and hyper-fast fashion labels, so that European brands don’t face major restrictions.
Obviously, there was criticism: the “clarifications (made by the Senate) make it possible to target players who ignore environmental, social, and economic realities, notably Shein and Temu, without penalising the European ready-to-wear sector," said Jean-Francois Longeot, chair of the Senate's Committee on Regional Planning and Sustainable Development, according to Reuters.
But, this is still major. The law would also introduce penalties for all fast fashion companies, if they don't meet specific environmental criteria.
It still needs final approval in September and the ok from the European Commission, but this is a positive step towards a more sustainable future.
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