Why is Shein rubbing France the wrong way?
Ultra-fast fashion giant Shein has hit a wall in France, where regulators, retailers and protesters oppose ethics, prices and pollution.
As Paris welcomes the brand’s first permanent store at BHV Marais, ministers have threatened to restrict the market after “child-like” sex dolls appeared on Shein’s market, watchdogs have issued heavy fines for misleading discounts and cookie violations, and fashion groups have staged noisy protests.
Ethical Hot Spots and Legal Heat
The French prosecutor’s office opened an investigation at the beginning of November 2025 into the listings of child sex dolls on Shein and other sites, following a referral to the Consumer Fraud Office.
The Minister of the Economy, Roland Lescure, warned that Shein could be excluded from the French market if such products reappeared.
Shein pulled the products and announced a blanket ban on sex dolls. Under the EU’s Digital Services Act (DSA), very large online platforms are subject to strict obligations to control illegal goods and protect minors.
Regulators also targeted Shein’s business conduct. In July 2025, the DGCCRF fined €40 million for misleading price reductions and environmental claims that it said were unfounded, finding many of the “reductions” to be illusory.
In September, data regulator CNIL imposed a separate €150 million penalty on Shein for placing cookies without valid consent. Shein says it has corrected its practices and will appeal the cookie fine.
Economy, environment and “ultra-fast-fashion” bill
France has focused on super-fast fashion with a landmark policy that restricts advertising and adds an eco-surcharge – starting around €5 per item and rising to €10 by 2030, capped based on price.
Officials say the goal is to rebalance the market toward sustainable goods made to higher environmental standards.
Industry groups say Shein’s high-volume, low-cost model hurts local retailers and floods the market with disposable clothing.
Environmental critics point to synthetic fabrics, rapid turnover and global shipping as drivers of waste and emissions – concerns now entrenched in French policy and EU enforcement under the DSA.
Authorities at European and national levels have reminded Shein of its designation as a “very large online platform,” which imposes stricter oversight and potential penalties for illegal or dangerous products.
Culture shock and violent reaction in the streets of Paris
The Parisian opening of BHV Marais has become a hot topic.
Unions, NGOs and politicians gathered outside to denounce pollution, alleged unfair competition and concerns over workers’ rights; some brands withdrew from the host store in protest.
City leaders say the arrival is at odds with France’s tradition of craftsmanship and repair, and a shift toward circular fashion.
Petitions and calls for stricter customs and trade rules have added to the pressure.
What to watch next
France’s threat to restrict access if illegal listings recur, combined with significant fines and new legislation, is creating a harsher operating climate for ultra-fast fashion.
For Shein, continued compliance with consumer protection, privacy and DSA obligations – and credible evidence on labor and environmental standards – will determine whether it convinces skeptical French shoppers and regulators, or whether it continues to face costly headwinds in one of Europe’s most influential markets.
“Why is Shein targeting France?” was originally created and published by Retail Insight Network, a brand owned by GlobalData.
The information on this website has been included in good faith for general information purposes only. It is not intended to constitute advice on which you should rely, and we make no representations, warranties, express or implied as to its accuracy or completeness. You should obtain professional or specialist advice before taking or refraining from any action on the basis of the content on our site.
