SHEIN Fined 40 million euros by France for Misleading Discounts

On July 3, 2025, France’s consumer watchdog fined Chinese e-commerce giant SHEIN €40 million for deceptive pricing practices. The investigation found that SHEIN artificially inflated prices before applying fake discounts to mislead consumers.

Key points:

• SHEIN’s Europe-based unit, Infinite Style E-Commerce Co. Ltd., was found to violate pricing transparency rules.
• Over 57% of discounts reviewed were not genuine; in some cases, “11% off” prices were actually higher than past listed prices.
• The infractions occurred between October 2022 and August 2023.
• SHEIN has since adjusted its pricing practices following prior regulatory notice in 2024.

***Photo Reference: https://www.reuters.com/sustainability/boards-policy-regulation/france-fines-shein-40-million-euros-deceptive-business-practices-2025-07-03/***