France Targets Ultra-Fast Fashion with New Laws on Eco-Taxes, Ad Bans, and Transparency

On June 10, 2025, France’s Senate passed a bill aimed at curbing ultra-fast fashion. The new law includes eco-taxes, advertising restrictions, and strict transparency rules, targeting platforms like Shein and Temu.

Key Measures:

• Eco-tax: Starting in 2025, each ultra-fast fashion item will face a €5 tax, rising to €10 by 2030. Tax cannot exceed 50% of the item’s retail price.
• Ad restrictions: Advertising for low-cost ultra-fast fashion products will be banned, including on TikTok and Instagram.
• Transparency mandate: Brands must disclose details such as product origins, labor practices, environmental scores (eco-score), and carbon footprint.
• Labeling: Clothing must display “eco-score” ratings and provide details about materials and manufacturing impacts.

Context:

• Ultra-fast fashion is criticized for its massive environmental footprint and reliance on cheap labor.
• France aims to lead the EU in fighting the environmental and social costs of disposable fashion.
• French MPs hope these regulations will shift consumer behavior and pressure brands toward more ethical practices.

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